Creating Long-Term Marketing Health

Lusch, Robert F.
March 2000
Marketing Management;Spring2000, Vol. 9 Issue 1, p16
Chief executive officers (CEOs) often view marketing as a "quick fix" to a firm's financial woes rather than as a resource to invest in for the organization's long-term financial health. Typically, the behavior of the chief marketing officer (CMC) does nothing to alter this perspective. To begin to change this situation, CMOs need a set of new metrics to monitor their organization's long-term marketing health. In fact, the marketing organization will become healthier if the focus is on potential, people, and long-term performance. Examples from Procter & Gamble Co., Microsoft Corp., and Wal-Mart Stores Inc. demonstrate this point. In addition, CMOs need to recognize companies are moving from focusing on balance- sheet management to off-balance sheet management; from managing outcomes to processes; and from managing the internal environment to the external environment.


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