TITLE

Creating Long-Term Marketing Health

AUTHOR(S)
Lusch, Robert F.
PUB. DATE
March 2000
SOURCE
Marketing Management;Spring2000, Vol. 9 Issue 1, p16
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
3177326

 

Related Articles

  • VALUE MEASURES IN THE EXECUTIVE SUITE. Matanovich, Timothy // Marketing Management;Spring2000, Vol. 9 Issue 1, p34 

    In the era of intense competition, the need for real-time strategic intelligence that ties market performance to profitability has never been greater. Senior executives in particular need a compass for strategic decision making while the competitive maelstrom swirls around them. This article...

  • How IT can give a slingshot to your sales effort.  // Management Today;Dec2009 Supplement, p8 

    The article discusses the role of technology in improving customer relationship management and boosting business revenues. It notes that drawing in innovation, collaboration, and faster business process is where technology delivers true business value. It suggests to perform customer analysis...

  • STRATEGIC COST MANAGEMENT AND THE PRODUCT LIFE CYCLE CONCEPT. Ilić, Bojan; Milićević, Vesna; Cvetković, Nataša // Megatrend Review;2010, Vol. 7 Issue 1, p193 

    This work underscores the essential connection between cost management and the realization of strategic goals related to the achievement of company competitiveness and profitability. Studious analysis points to the fact that effective cost management, especially a well-chosen and successfully...

  • CUSTOMER PROFITIBILITY. Wyner, Gordon A. // Marketing Management;Winter99, Vol. 8 Issue 4, p8 

    The article discusses the concept of customer profitability and its importance in understanding and managing customers of business enterprises. Measurement of customer profitability requires the definition of the customer, the calculation of the revenue and costs related to each customer and...

  • An Empirical Typology of Mature Industrial-Product Environments. Hambrick, Donald C. // Academy of Management Journal;Jun83, Vol. 26 Issue 2, p213 

    This paper pursues the goal of parsimony by presenting a typology of mature industrial-product environments, derived from the PIMS data base. Cluster analysis yields eight environmental types that are discussed and tested for reliability in a holdout sample. The ultimate goal is to develop a...

  • Choosing The Strategy That's Right For Your Marketing. Vass, Kathy // Textile World;Jul/Aug2006, Vol. 156 Issue 4, p22 

    The article offers information related to marketing strategies in the textile industry. Marketing has been defined as a continuous process of creating and maintaining relationships and measuring results. In order to gain the market and customer share, marketing professionals must implement a...

  • Fitting Market Strategy to Varying Product Life Cycles. Swan, John E.; Rink, David R. // Business Horizons;Jan/Feb82, Vol. 25 Issue 1, p72 

    There are many product life cycle patterns besides the classical one. The marketing manager must both identify the pattern which suits his product and then be aware of how much that pattern can be changed by the firm's strategic policies. Marketing managers are familiar with the concept that...

  • Come to the aid of the party. Ward, Gareth // Printing World;4/29/2004, Vol. 286 Issue 5, p20 

    Comments on the importance of collective efforts among printing industries for the success of an Industry Strategic Plan in Great Britain. Call for consultation; Importance of individual profits, sales and customer relationships.

  • SHAPE UP YOUR SMALL SHOP. Ruvo, Christopher // Stitches Magazine;Feb2013, Vol. 27 Issue 2, p58 

    The article discusses the business strategies for achieving growth and profitability and for overcoming problems of the smaller shops dealing with embroidery work. It mentions that cost control, adjusting the profitable pricing for products and establishing a customer client relationship are the...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics