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Making It Run Isn't Running It

It's not uncommon for many partners in charge of marketing to insist on designing the marketing program, and directing the marketing manager to execute it. In too many firms, reasonably high-paid and experienced marketing professionals are directed by marketing partners with no marketing skills, no marketing experience, and no foundation for their projects. This is not only disastrous, but also expensive and wasteful.

17 minute read May 29, 2008 at 10:10 AM
By
Bruce W. Marcus
Making It Run Isn't Running It

In the early, primitive days of marketing professional services, there weren't enough people doing marketing for law, accounting, and consulting firms to think much about marketing department management.

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