If two thirds of children died within five years of being born, questions would be raised.
If nine out of every ten bridges collapsed after being built, we simply wouldn’t accept bridge builders truly knew what they were doing.
Yet, 80% of business collpase within a handful of years, at least two thirds of businesses go bust in less than five years, and a staggering nine out of every ten new products launched, fail.
Ideally, Marketing is accountable, generates bulletproof business outcomes, drives growth and profitability, and empowers the whole organisation. In reality, however, Marketing can be unfathomable, counter-productive, inefficient and cumbersome, offering little or no contribution to corporate growth and unable to create competitive advantage. The Four Faces of Marketing offers a new perspective:
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