Demma, Ken; Baker, Julie Phillips; Budds, Niall
July 2005
Marketing Management;Jul/Aug2005, Vol. 14 Issue 4, p26
This article emphasizes the significance of organizational learning to marketing success. Marketing leaders must put forth a learning agenda to enhance their strategic role and relevance. Through these agendas, they clarify and define what actionable knowledge they need to learn, what hypotheses to test and what types of information to capture, codify and analyze. Such efforts can be critical to the development of valued products and services. A learning agenda must help marketers create increasingly clear and defensible linkages between marketing budgets, campaigns, interactions, organizational management efforts and scorecards.


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