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| Author: | Lusch, R. F. |
| Title: | Creating Long-Term Marketing Health |
| Journal: | Marketing Management
2000 : SPRING, VOL. 9:1, p. 17-22 |
| Index terms: | CHIEF EXECUTIVE OFFICERS MARKETING MARKETING MANAGEMENT COMPANIES ORGANIZATION |
| Language: | eng |
| Abstract: | CEOs often view marketing as a "quick fix" to a firm's financial woes rather then as a resource to invest in for the organization's long-term financial health. Typically the behavior of the chief marketing officer does nothing to alter this perspective. To begin to change this situation CMOs need a set of new metrics to monitor their organization's long term marketing health. In fact the marketing organization will become healthier if the focus is on potential, people and long-term performance. Examples from Procter and Gamble Co. Microsoft Corp., and Wall-Mart inc. demonstrate this point. In addition CMOs need to recognize companies are moving from focusing on balance-sheet management to off-balance sheet. |
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