The reason why there was so much attention for marketing, and it’s influence on the company , is the lack of respect this department receives lately. Several surveys and studies corroborate this statement: a study made by Ernst & Young, that questioned 1000 companies, concluded that not more than 15 percent hire marketing personnel named as chief or senior chief. And it doesn’t stop there. At only 7 percent of the examined companies, a marketing function appeared in the top three of best remunerated functions.
The danger is marketing considered as common sense. Not that important to a company so assignment of the function to a non market-practiced officer as an ‘extra job’ is applicable. Yet these findings are the opposite of Peter Druckers, management guru of the 20th century, unequivocal statement: “Because the purpose of business is to create a customer, the business enterprise has two--and only two--basic functions:
marketing and innovation.”
The consequences are huge: marketing’s function is marginalized, less or no attention from the boardroom etc. While I am convinced that ignoring marketing in a company will have disastrous results I think this is a problem, demanding to be solved if we want to establish successful companies in the future.
Charlotte De Volder
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