"This book will help you steer your organization through an ever more challenging business
environment - to thrive, not just survive".
- Tom Falk, CEO, Kimberly-Clark Corporation more testimonials >>
- Tom Falk, CEO, Kimberly-Clark Corporation more testimonials >>
Overview
The New Marketing
The New Marketing S-Curve
Improve Your Marketing to Grow Your Business introduces a totally new approach to marketing -
one that ignites the engines of growth and energizes the capabilities that CEOs are clamoring for.
We seek to change how management, from the top down, views and implements marketing and its strategic
role in their organization.
| Old Marketing Function | New Marketing Capability |
|---|---|
| Marketing as a cost center | Marketing as a high return on investment (ROI) |
| Marketing as a simplistic creative art | Marketing as a disciplined data-driven science |
| Marketing as unaccountable | Marketing as continuous improvement through measurable results |
| Marketing as high-risk | Marketing as controlled growth |
| Marketing as a specialized departmental function | Marketing as a core capability of growth companies |
| Marketing as content and creativity | Marketing as process, data, and technology |
Companies with mature business units, such as Kimberly-Clark, Brown-Forman, and Wachovia, have successfully reignited their growth by developing the new marketing capability. Improve Your Marketing shows you how their marketing reengineering generated success and how you can adapt their experience to your business.
