In the final installment of his series on marketing, Association of National Advertisers President-CEO Bob Liodice addresses the issue of reinventing the marketing organization. Previous essays
discussed the importance of brand building, integrated marketing communications and marketing accountability. "In addition to those critical elements, reinventing the total communications process also
requires a reinvented marketing organization--one that provides true strategic leadership, consumer centricity and process efficiency," Liodice writes in his ANA blog. "It's an organization that
makes every facet of marketing work brilliantly in service of the business' overarching goals. Liodice says there are four critical dimensions to reinventing the marketing organization: goal
alignment; internal partnerships; external resources, and the marketing professional. His essay offers advice and guidance on how to implement all four.
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