For most companies, the marketing department is the first and main source of knowledge about the customer. But unfortunately, when marketers try to share their insights with other departments, the information often ends up being ignored or misunderstood. Why is it so difficult for marketing to get its voice heard-not to mention, welcomed-throughout the organization? The answer lies in large part with how often and in what manner the marketing department communicates with other functions, according to Elliot Maltz, an assistant professor of marketing at the University of Southern California in Los Angeles, and Ajay Kohli, a professor of marketing at the University of Texas at Austin and a visiting professor at the Harvard Business School.
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