Feeling the Heat

Sheth, Jagdish N.; Sisodia, Rajendra S.
September 1995
Marketing Management;Fall95, Vol. 4 Issue 2, p8
Concluding that marketing has overspent and underdelivered, top management now expects alI other business functions to perform more marketing tasks. CEOs are demanding that marketers prove their worth or be gradually starved of resources. These pressures, coupled with a strong tendency toward "business as usual," spell a productivity crisis in marketing that cannot be ignored. In this first of a two-part series, the authors define marketing productivity and outline a concrete plan for improvement that focuses on horizontal and vertical collaboration and ways to rationalize different elements of the marketing mix. INSETS: The Productivity Chrisis in Marketing.;How we got here.;Symptoms of marketing malaise..


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