THE OPPORTUNITY FOR MARKETERS TO LEAD
 Andrew Marsden
President of The Marketing Society The CEOs who have contributed to this
book all recognise the vital importance of marketing to the future success of their business, and their answers should strongly encourage the next generation of marketers. The companies our CEOs represent range from those more than a century old such as HJ Heinz and Procter & Gamble, to Innocent and Google who have been around for barely a decade; from the giants of the financial world like Barclays and Aviva, to the not-for-profit world of Barnardo’s and Friends of the Earth. Our fifty CEOs offered a fascinating variety of answers to our question: ‘How will marketing contribute to the future success of your business?’ but there were also some clear common themes. They all agree on the increasing power of their customers: ‘Customers now have access to multiple channels, empowering them with knowledge and allowing them to exercise unprecedented levels of choice about how and with whom they do business’ says Vittorio Colao of Vodafone. Read more from Andrew Marsden in The Future of Marketing.. We all hope this book will inspire you to greater marketing leadership. Andrew Marsden President, The Marketing Society |
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