The Future of Marketing
The Institute has recently published a White Paper, The Future of Marketing, which argues that marketers have a key role to play in better business performance and leading the UK out of recession.
Although marketing orientation and the influence of marketing within any concern are critical to business performance, the Paper argues that marketing can be hampered by short-term thinking by the business and a lack of accountability, creativity and courage on the part of marketers themselves.
The Paper shows that sometimes marketers are their own worst enemy, failing to account for their often considerable budgets, falling back on dull and uninspiring campaigns, and floundering when questioned on the financial impact of their strategies.
In addition to The Future of Marketing paper members can access more detailed findings of the research in the Journal of Marketing article, ‘Understanding the Marketing Department's Influence Within the Firm’, available through the Member Content area of this page.*
For further information please contact the author of the Paper, Professor John Saunders.
*This link will require you to have accessed Ebsco via this website before on the computer you are currently using. If you have any problems accessing Ebsco please contact the library services team.
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