The marketing manifesto

Hood, David J.2013

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Summary

Marketing is key to the health and wealth of organisations and a vital component in business strategy. Despite the fact that it produces three times more value than any other facet of a business and continual major improvements in its evolution as a profession, marketing and marketers are often undervalued as part of the business and underexploited as a force for profit. It is time marketing - and the marketer - became critical. This book tackles and exposes the problems that stand in the way of the marketer realising marketing's prime objective and role - to improve and sustain revenue whilst improving the lives of the customer and consumer.