Magazine article Marketing

Marketing Society Awards for Excellence 2005: Sponsor's Statement - Marketing - the Art of Science or Science of Art?

Magazine article Marketing

Marketing Society Awards for Excellence 2005: Sponsor's Statement - Marketing - the Art of Science or Science of Art?

Article excerpt

Has anybody asked you recently if you are a left-brain person or a right-brain person?

Wherever I go to talk to organisations, there seems to be a constant tension caused by the idea that you are either rational or emotional as a person, creative or pragmatic, innovative or risk-averse. As you will all know, the truth is that, more than ever before, marketing directors are masters of both. As consumers become more demanding and discerning, as channels become more complex and as competition becomes more fierce and more global, the capabilities required of marketers today are more multi-dimensional, sophisticated and challenging than ever before. We all need to marry our art with science to help our organisations survive in this modern business world.

Over the past 18 months, Accenture has been looking closely at this challenge and undertaking research into what builds and sustains marketing mastery. Our research concluded that five marketing capabilities were the most important drivers, regardless of industry sector. It showed that these five account for 50% of any company's ability to build customer loyalty; macro-issues such as geography, market maturity and industry sector that had previously been considered key drivers were in fact part of the other 50%. …

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