Ending internal marketing conflict
Chris Checco, division president, Customer Chemistry; Larry Mosiman, senior product marketing manager, SAS and Scott Radcliff, director, global communications practice, SAS
September 03 2008
In recent years, corporate marketing organizations have divided and subdivided into specialized units, such as acquisition, retention and revenue. These units all want to own the customer, and this fragmentation of the marketing function represents a serious threat to customer-focused excellence.
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