Singapore Management University Institutional Knowledge at Singapore Management University Research Collection Lee Kong Chian School Of Lee Kong Chian School of Business Business 11-2008 The EC O's marketing manifesto Nirmalya KUMAR Singapore Management University,
[email protected] Follow this and additional works at: https://ink.library.smu.edu.sg/lkcsb_research Part of the Marketing Commons, and the Strategic Management Policy Commons Citation KUMAR, Nirmalya. The EC O's marketing manifesto. (2008). Marketing Management. 17, (6), 24-29. Research Collection Lee Kong Chian School Of Business. Available at: https://ink.library.smu.edu.sg/lkcsb_research/5200 This Journal Article is brought to you for free and open access by the Lee Kong Chian School of Business at Institutional Knowledge at Singapore Management University. It has been accepted for inclusion in Research Collection Lee Kong Chian School Of Business by an authorized administrator of Institutional Knowledge at Singapore Management University. For more information, please email
[email protected]. Published in Marketing Management, Volume 17, Issue 6, November 2008, Pages 24-29. The CEO's marketing manifesto By Nirmalya Kumar In The Practice of Management, Peter Drucker wrote, “The business enterprise has two and only two basic functions: marketing and innovation. Marketing and innovation The CEO’s produce results; all the rest are costs.” Today, many CEOs of major companies are disappointed over marketing’s inability to produce measurable results. Increasingly, they view their Marketing marketing department as an expense rather than an invest- ment and fewer marketers are rising through the ranks to become CEOs. While companies unabashedly declare their Manifesto wish to get closer to customers, marketing is actually losing power to other functions in the corporation.