Tuesday 11 December 2018
When firms first hired marketing professionals, many believed that their new recruits would assume total responsibility for a necessary evil. Fast forward and marketers are mainly recognised for their contribution to developing a firm’s brand and winning new work.
However, leadership of marketing and innovation correctly remains with firmwide leaders. Why? Because an effective marketing plan has to be inextricably linked to the business plan.
Effective marketing therefore operates at multiple levels: