Unformatted text preview: marketing communications but rather focusing on the principle that if value is not being created it is being destroyed. The challenge is to focus on building value in everything that the organization does. Too often creating value is left to the innovators and strategists while marketers are tasked with communicating that value. This old paradigm is broken because it leaves out the folks in between who really drive value for any organization, the folks on the line who execute. A business can have the best strategy and marketing communications in the world but if the people who deliver the product or service aren't interested in creating value for the customer then the entire equation will be undermined. The great challenge then is to get everyone within the organization pulling in the same direction....
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This note was uploaded on 08/29/2011 for the course ECON 530 taught by Professor Smith during the Spring '11 term at Berklee.
- Spring '11