The role of marketing olden, present and future
Tim Denison and Malcolm McDonald
Introduction In a recent McKinsey Quarterly article, Brady and Davis (1993) expressed a concern that is ascend in industry, questioning the persona that marketing is making to businesses in the 1990s. They refer to the growing attention being paid to the typically large budgets associated with marketing departments and the doubts that are being cast in industry about its value for money. It seems that the halcyon, post-war decades of commercial marketing are going, and a new, lean and fit era is beginning. Following on its heels, a Coopers and Lybrand survey of senior executives in large FMCG, sell and service sector organizations, fuelled the growing debate about the contribution of marketing to contemporary business. The purpose of this article is threefold: first, to synopsis the major issues and challenges that confront businesses today, which impact on marketing and vex led to the current wave of criticism; second, to signal past failings in marketing that need to be addressed to fixate its pivotal role in business success; and third, to enlarge the ways in which UK-based companies are responding to these issues.
The latter draws on the results of a survey commissioned by the Chartered Institute of marketing and carried out by the Cranfield School of Management Institute for advance Research in Marketing. This third objective represents the primary cerebrate of the article. The other two, which put the primary research into context, have been the base of many previous studies (see below), therefore warranting less attention in this article. The overall aim is to describe and comment how marketing is evolving in British industry, as we approach the twenty-first millennium. Research protocol and methodology The research programme was carried out over the dustup of five months, beginning in September 1993. In essence, the sketch combines a catholic...If you want to get a full essay, vow it on our website: Orderessay
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