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"They feel that they get accountability for their investments in finance, production, information technology, even purchasing, but don't know what their marketing spending is achieving."
His colleague, Don E. Schultz of Northwestern's Medill School of Journalism, is even more severe. "The marketing function is being pushed lower and lower in the corporate hierarchy," Professor Schultz wrote in 2003.
To investigate the truth behind these assertions, the Association of National Advertisers, the leading U.S. marketing trade organization, partnered with the global strategy and technology consulting firm Booz Allen Hamilton to discover whether marketing is in fact disconnected from companies' leadership agendas, to determine the causes of any dysfunction, and to uncover the best practices of superior marketing organizations...
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