Who needs to be involved in the process of developing and implementing a marketing plan?
The best approach to getting marketing programs right the first time is to form a special team with the charge, the time, and the budget to get it right. This team should involve senior executives who are knowledgeable enough about marketing to ask tough questions about the performance of their marketing plan. The team should also include the chief marketing officer and the CEO and even the CFO. Yes, this may add to the demands on the CEO, but here’s the justification: marketing is a company’s point of contact with a customer. Without customers, it doesn’t matter about finances or operations. Q: Who are the counterintuitive marketers in the U.S. today? Counterintuitive marketers do exists in many companies in many different categories. Green Mountain Energy in Burlington, Vermont, for example, saw the coming of deregulation in the power industry and recognized that in order to survive, they needed to figure out how to build a brand. ExxonMobil has employed counterintuitive marketing wi