... earnings? Remember, the company keeps 90 percent of the incremental profits generated. 6 Top management commitment is the foundation on which successful innovation is built. I have seen this factor alone be the tie‐breaker between success and failure. There are three ingredients to top management...

... Opportunity Quiz, which has been developed for use with top management and marketing management of any size organization. The quiz uses 24 questions to touch upon key marketing issues throughout the organization and provides insight into areas where further investigation may be worthwhile. From this process...

... it. At the top management level many executives have an ill-defined idea that marketing includes advertising and sales, but they don't really know much more. Their plan seems to be that marketing will be a small layer tacked onto the organization as it now stands. In other words, the fledgling marketer...