Training
Senior Management
"Marketing is becoming an integrated
part of the whole organization, rather than a specific function.
Who’s responsible for setting the direction of a business? Who
sets the marketing direction for Cisco? For Apple? For Microsoft?
More and more, it’s the CEO who’s becoming the chief marketer."
Regis McKenna
"Many companies do not understand
that marketing is a business philosophy
that requires a complete change in attitudes and practices for
everyone in the organisation. Instead they see it as setting
up a marketing department, harder selling, boosting advertising
or upgrading the brochures. The business is then pushed towards
a sales rather than a marketing orientation."
Peter Doyle
"Failure
to understand the importance of market segmentation , market share,
service, and reputation, among other things, is the principal
reason why companies fail to compete successfully in so many world
markets. Making what they consider to be good products and then
giving them to the sales force to get rid of is just not enough."
Malcolm McDonald
|
