GETTING the CEO to 'GET' MARKETING

摘要

"What does it take to do good marketing?" This is the question a speaker asked of 50 seminar participants from financial services companies. No sooner had the question been asked when a woman said, "Keep the CEO out of it." Along with laughter, heads were nodding all over the room. "How can I get my CEO into a marketing mode?" Many a company president would be surprised to learn that I've been asked this question more than any other over the years. It comes from entry-level employees and sophisticated sales executives-from engineers and frustrated marketing directors. The question is always serious, and the voice, more often than not, conveys signs of desperation and discouragement.