How does that concept tie into the way organizations recruit, train, and assign jobs to individuals?
DS: I think its more a case of putting the right people in the right jobs. Weve tended to recruit people; weve not tended to recruit skills. If you organize a company around the specific types of tasks its employees need to perform, you get a radically different view of the kind of people you want in your organization. Don E. Schultz is professor emeritus-in-service of integrated marketing communications at the Medill School of Journalism, Northwestern University. He is also president of his own marketing communication and management firm, Agora Inc. His 1997 book, Measuring Brand Communications ROI, written with Jeffrey Walters, revolutionized the field of marketing communication and branding measurement. Schultz has consulted, lectured, and held seminars on marketing, marketing metrics, marketing communication, branding, advertising, and other communication topics in North and South America, Europe, the Middle East, Australia, New Zealand, and Asia. He was founding editor of the Jour
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