The marketing Chief and the Chief Executive

PART VI

Who was responsible for this company's awful fate? In the end, it is he chief executive who must be blamed, but if the company had been organized like today's large corporation, the original blame would have to rest with the marketing vice- president. His department is the company's eyes and ears to the world to which the company addresses all its efforts. His department is responsible for selling what the company addresses all its  efforts. His department is responsible for being in touch with the constantly evolving reality of the customer's world- what the customers needs, how he behaves, what he values, how he makes purchasing decisions, and the competitive options that are constantly becoming available to him.

The corporation's president, together with his inner cabinet, has many tasks and many demands on his time and attention. He depends on their advice to decide what should be done tomorrow.