The future of marketing

The future of marketing
Document type
White Paper
Author(s)
Argyriou, Evmorfia; Leeflang, Peter; Saunders, John
Publisher
Chartered Institute of Marketing
Date of publication
1 January 2009
Series
Chartered Institute of Marketing White Papers
Subject(s)
Marketing: all aspects of marketing, advertising and public relations
Collection
Business and management
Material type
Reports

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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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