Marketing has become so important and pervasive as a part of corporate strategy that a CEO is at a striking disadvantage without an understanding of marketing. Daniel Burstein of MECLABS Institute, publisher of the popular MarketingSherpa newsletter, makes an even stronger case, stating that "every CEO should have a marketing background. Because almost everything a company does has an interaction with the customer. So almost everything is marketing."
Burstein goes on to offer these relevant examples: "If the IT department can’t get the back-end systems right and it goes down when a customer is trying to make a purchase, that’s (negative) marketing. If the purchasing department buys wetlands and puts a store on it, that’s (negative) marketing. Or if the finance department creates a program to give 1% of profits to charitable organizations, that’s (positive) marketing."
This holistic perspective on marketing makes a lot of sense. Today, marketing is the true differentiator between the successful and unsuccessful company. The reality is that CEOs with a marketing background are in a much better position to understand its vital importance.
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