The future of marketing

The future of marketing
Document type
White Paper
Argyriou, Evmorfia; Leeflang, Peter; Saunders, John
Chartered Institute of Marketing
Date of publication
1 January 2009
Chartered Institute of Marketing White Papers
Marketing: all aspects of marketing, advertising and public relations
Business and management
Material type

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In these challenging times, marketing and a marketing orientation have rarely been more important. Yet time and time again we see the value of marketing being questioned and marketing budgets being cut. This White Paper, the result of research completed for The Institute by Aston Business School, reveals how marketers themselves perceive their role and importantly how they are perceived by their colleagues in the finance department.

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