Marketer vs Marketing Leader!

We’ve been in a situation in marketing for a long time now where most people’s understanding of marketing is at the most basic level, so basic in fact that thousands upon thousands of firms who recruit ‘marketers’ tend to do so to fulfil a simple communications exercise with external stakeholders. Consequently marketing is seen as being a task that truly anyone in an organisation can fulfil and consequently they prefer to leave it to others. However, professional marketing is for me one of the single most important tasks within any organisation and it’s only right to explore why I believe this to be the case. According to “The 12 Powers of a Marketing Leader” by Thomas Barta and Patrick Barwise, … Read More >

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