Marketing productivity - the value of remodeling Marketing.doc

 PAGE \* MERGEFORMAT 9 Marketing productivity - the value of remodeling Marketing ‘I know that half of advertising is wasted, but I do not know which half is wasted. ‘For a long time, people seem to have become accustomed to the marketing staff of this self-righteous rhetoric. Marketing officer is a hero, the savior of the enterprise, no one will question their contribution to the enterprise. But such good old days have passed, when the economic bubble burst, investment returns are becoming an increasingly important business indicator, the birthplace of the United States in marketing, but also the marketing world, countries with the highest levels of development, marketing personnel are faced with great pressure on the aura of their heads has quickly disappear, because they can not accurately estimate the enterprise market by the value of marketing investment returns, marketers have lost the right to speak at the Board of Directors, the position of a rapid decline in business, become a corporate marketing department marginal sector. Marketing in the United States plunged into the worst crisis. Master of Marketing Philip Kotler at the end of 2004, delivered a speech entitled ‘an urgent need to improve marketing productivity’ (needed: better marketing productivity) of the speech, he noted that the results of an embarrassing marketing, advertising failure, promote waste of new products fail, the market out of control are common occurrences. Based on the Time magazine 1000 financial executives of large enterprises outcome of the visit, less than 57% of people believe that investment in marketing to promote their long-term development, and 27% of people think that marketing investment is only a temporary tactical means, 32% said they difficult period of marketing will be the first one cut the budget. Faced with this predicament, Kotler said the old marketing must move to new marketing methods, namely, the organization shifted from the department’s marketing, enter