Microsoft Executive Circle Webcast: Taking Marketing to the Next Level
In this world of global competition and demanding customers, marketing organizations struggle to define their role and to justify their value in their organizations. How can marketing rise to the challenge? In this webcast, the presenter, from the Kellogg School of Management, presents his agenda for reforming marketing. Beginning with a definition of the three horizons of marketing - demand creation, perception changing, and market shaping - the discussion outlines the changes needed to the focus, approach, organization design, and measurement of marketing efforts. This webcast provides marketing executives with best practice examples and actionable insights they can use to take marketing to the next level of effectiveness and influence in their organizations.