I just read a blog about this problem as well. The article is written by expert on the field, Jerry R. Mitchell, whose firm for example relocates failing marketing departments. It mentions 4 reasons why marketers fail in 80 % of the cases. According to Mitchell these are:
1. They default to properly empower the marketing department within the organization.
2. They do not hire the right, professionally trained people to staff the department.
3. Not enough funds and employees are available to do the job right.
4. Directors do not understand what to expect from marketing.
I think these issues are interesting for further research and could serve as a part of the introduction of our paper.
Charlotte De Volder
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