MARKETING CHANGES THE CORPORATE CULTURE Available to Purchase

Given the intensity of competition in today's world marketplace, it is difficult to find an American manager who isn't telling his organization to strengthen its marketing function. As a consequence, those of us in marketing often find ourselves receiving an increased share of corporate assets as well as more visible support from senior management. As welcome as such assets and support are, however, they are only part of what is needed to turn a company into a first‐class marketing organization. The real goal must be the creation of a marketing community within the company.