Magazine article Marketing

The Marketing Society Forum

Magazine article Marketing

The Marketing Society Forum

Article excerpt

Can marketers 'just be marketers' and still get to the top?

Brands are encouraging marketers to expand their skill sets if they want to lead in the boardroom.

YES - FIONA MCANENA, PARTNER, CLEARHOUND (AND FORMER GLOBAL BRAND DIRECTOR, BUPA)

Business-leaders set the direction and are ultimately accountable for results. Management guru Peter Drucker said: 'Only marketing and innovation generate results. Everything else is cost.'

Many marketers lead innovation, too. That's why we talk about bringing the voice of the customer into the organisation - to help develop propositions that customers value. So a good marketer collaborates with other functions all the time, as they are part of the system of creating and delivering value for all types of customer.

Marketers need to aim for a win-win for the business, its distributors and the consumer, otherwise they're not doing the whole job of marketing.

NO - ANNABEL VENNER, GLOBAL BRAND DIRECTOR, HISCOX

Marketing is a blend of art and science, but it is vital that marketers can demonstrate strong commercial and planning skills.

To be successful, marketers need to engage senior management as regards the role and scope of marketing and the contribution it makes to strategy, product development, pricing and corporate reputation E-marketers need to work across all functions and, if the goal is to sit on the board, they will need to contribute to discussions on remuneration, finance and audit, and regulation, for example.

Working in other departments, countries and industries enables you to broaden your skills. …

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