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From Sales Obsession to Marketing Effectiveness, Harvard Business Review

Abstract

An enormous number of U.S. companies are sales-minded, but only a few are marketing-minded. The difference is subtle and usually hard for sales executives to see, but it spells the difference between unstable short-term success and stable long-term growth. The first aim of this article is to show executives how to tell whether an organization understands and practices marketing--and if so, how well. This can be done by means of a marketing effectiveness audit. The audit is a form for rating marketing effectiveness in each of five major functions; the resulting score tells where the organization falls on a scale ranging from no marketing effectiveness to superior effectiveness. the second aim of the article is to show top management how to respond to a low or mediocre score by injecting more marketing thinking into the division or company.

Type

Article

Author(s)

Philip Kotler

Date Published

1977

Citations

Kotler, Philip. 1977. From Sales Obsession to Marketing Effectiveness. Harvard Business Review. 55(6): 67-75.

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