营销生产率--重塑营销的价值（Marketing productivity -- reshaping the value of marketing）.docVIP

营销生产率--重塑营销的价值（Marketing productivity -- reshaping the value of marketing） I know half of advertising is wasted, but I dont know which half is wasted. For a long time, people seem to have used the marketing staff of this opinionated tone. Marketing staff is a hero, is the Savior, no one would question their contribution to the enterprise. But such a good day is over, when the economic bubble burst, the return on investment has become more important and index of enterprise marketing, in the birthplace of the United States, is the worlds highest level of development of the national marketing, marketing personnel are facing huge pressure, their aura has quickly disappeared, because not accurate measurement of enterprise marketing brings the value of the investment return, the marketing staff will have lost the right to speak in the board of directors, the status of the enterprise in a rapid decline, the marketing department into the edge of the enterprise sector. In marketing in the United States the most serious crisis. Marketing Master Philip Kotler at the end of 2004, published a report entitled the urgent need to improve marketing productivity (needed:better marketing productivity) speech, he pointed out that the marketing embarrassing results, advertising, promotional products, waste failure failure, runaway It is often seen. market. According to the financial supervisor on time magazines 1000 large companies access to the results, only 57% of people believe in marketing investment will promote the long-term development of enterprises, 27% of people think that marketing is only temporary investment tactics, 32% said the difficult period of marketing will be the first to cut the budget. Faced with this dilemma, Kotler believes that the old marketing must shift to a new marketing mode, namely the organization from the marketing department to enterprise overall marketing means, from traditional marketing to high technology marketing function, from marketing to strate