MARKETING'S PLACE AT THE HEART OF BUSINESS
 Nick Smith
Managing Director Global Marketing Transformation Accenture The growth of the global market and the
all-pervading march of technology has provided customers with a wealth of choice and, perhaps more importantly, given them their own voice. Added to this, the revolution in media means that after decades of simply being on the receiving end of mass marketing, customers can talk back; promoting or detracting from your brand in the process. This is not to say that the fundamentals of marketing have changed; companies still need to increase their relevance with customers, differentiate their offering and drive profitable growth. But it means that every business decision should be made with the customer in mind and to truly achieve this, marketing needs to claim its place at the forefront of the enterprise. In The Future of Marketing, 50 global CEOs speak of their increased recognition of marketing’s unique place at the heart of business performance. Forward-looking CEOs know that, if they are to realise the full potential of their organisations, marketers must be empowered to behave as business owners for their brands, integrating themselves into all aspects of their businesses. Read more from Nick Smith in The Future of Marketing.. Nick Smith Managing Director, Global Marketing Transformation, Accenture |
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ABOUT ACCENTURE
Accenture is a global management consulting, technology services and outsourcing company. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. With approximately 177,000 people serving clients in more than 120 countries, the company generated net revenues of US$21.58 billion for the fiscal year ended Aug. 31, 2009.
For more information on Accenture please visit www.accenture.com
For more information on Accenture please visit www.accenture.com
