Marketing

Issue No. 18 - August/September 2004

Challenge your perceptions

Most CFOs see marketing as an expense, forgetting the fact that without that expense there would be no sales and hence no revenue. Many marketing people employ "spin" because they think that’s what’s expected of them, but often times that only diminishes marketing’s status.

And in any case "everyone is a marketer".

Marketing is not a science, yet succesful scientists often employ marketing.

That is not to say that they manipulate the results of their research. No, the...

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