Articles

Story

Celebrating Drucker

While Peter Drucker died more than 7 years ago, 94 years old, his ideas are more relevant than ever. For example the idea of the modern corporation as an opportunity for community-building and providing meaning for the people who work in them.

And already fifty years ago, he said that “any business enterprise has two – and only these two – basic functions: Innovation and marketing”.

More about Drucker’s ideas in this Business Week cover story from 2005 when he sadly passed away.

Story

The rise of the marketing operations director

The complexity of modern marketing means companies are increasingly splitting marketing into operations and strategy, and increasingly they’re looking for marketing operations directors.

Story

When marketing strategy is worthless

Imagine the following scenario: it’s the annual brand strategy seminar for a large, multi-national B2C company. The VP of Marketing goes on stage to present the new marketing model.

Story

Marketing’s influence is not the goal, part 2

When marketers complain about the lack of influence at executive level they’re grabbing the wrong end of the stick.