Marketing：Too important to be left to marketing people

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1、exeCutIveforumMarKetING:tooIMPortaNttoBeLeFttotHeMarKetINGPeoPLeJackTrouteterdrucker,thefatherofmodernmanagement,tomPetersprobablygavethistrendagiantboostwithoncewrotethatthepurposeofabusinessistogen-theverysuccessfulbookheco-authored,InSearchofPeratenewcustomers,a

2、ndonlytwofunctionsdoExcellence.asdefinedinthatbook,however,excellencethat:marketingandinnovation.allotherbusinessfunc-didn’tequallongevity;manyoftherolemodelsofferedtionsareexpenses.thatpieceofadvicehassincebeentherehavesincefoundered.Inretrospect,abettertitleignor

3、edbybusinessleaders,withonlyafewexceptions.forthebookmighthavebeenInSearchofStrategy.today,whentopmanagementissurveyed,theirpri-averypopularmethod-by-examplebookhasbeenoritiesinorderarefinance,sales,production,man-BuilttoLastbyJimCollinsandJerryPorras.Init,theyagem

4、ent,legal,andpeople.Missingfromthelist:writeglowinglyabout“BigHairyaudaciousGoals”marketingandinnovation.WhenoneconsidersthethatturnedthelikesofBoeing,Wal-Mart,Generaltroublethatmanyofourbusinessiconshaverunintoelectric,andIBMintothesuccessfulgiantstheyhaveinrecent

5、years,itisnoteasytosurmisethatdrucker’sbecome.advicewouldhaveperhapshelpedthemanagementtothecompaniesthattheauthorsofBuilttoLastsug-avoidtheproblemstheyfacetoday.gestforemulationwerefoundedfrom1812(Citicorp)Ironically,davidPackardofHewlett-Packardfameto1945(Wal-Mar

6、t).thesefirmsdidn’thavetodealonceobserved,“Marketingistooimportanttobeleftwiththeintensecompetitionfoundintoday’sglobaltothemarketingpeople.”Butastheyearsrolledon,economy.Whilethereismuchyoucanlearnfromtheirratherthanlearningaboutmarketingandinnovation,success,they

7、hadtheluxuryofgrowingupwhenbusi-executivesstartedtosearchforrolemodelsinsteadofnesslifewasalotsimpler.asaresult,theserolemodelsmarketingmodels.arenotveryusefulforcompaniestoday.34leadertoleaderNothingbringsthistolightmorethanwhenyoustudywhatIcall“thetaleoftwoCompan

8、ies.”It’sthestoryofGeneralelectricversusUnitedtechnologies.onehashadterriblemarketing.theotherhashadWhat’saGeneralElectric?goodmarketing.arecenta