Marketing must realign itself to the priorities of business, and to create
exceptional value for both customers and shareholders. Marketers must adopt
a new role in the organization, exhibiting new behaviours and acquiring new
capabilities.
New roles :
- Customer champions
- Business innovators
- Growth drivers
Marketing has a unique opportunity to drive business, to move to the heart
of strategy formulation, to understand and engage customers more deeply, to
privide the fuel and focus for colleagues, and reposition itself as the
engine for value creation.
This would reaquire marketers to :
- Be accountable
- Act collaboratively
- Develop new capabilities
Quoted from "Marketing Genius"
Illustration : www.emergencemarketing.com
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