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  1. #1
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    What is Marketing’s responsibility for the value of the enterprise?
    When I posed this question at a recent conference, I expected that we would not take long to converge upon what I thought to be the answer: To forge direct bilateral connections between enterprise and constituents.

    However, this fundamental question was the cause of significant disagreements. I would greatly appreciate informed concise opinions on the topic.

  2. #2
    ABW Ambassador 2busy's Avatar
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    It would help if the question was a little more concise. I think it all depends on the enterprise in question.
    Last edited by 2busy; November 9th, 2010 at 10:39 AM. Reason: I think I found the question

  3. #3
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    Thread:*What is Marketing’s responsibility for the value of the enterprise?
    The question is a fundamental one and relates to all constituents such as End Users, Consumers, Channel Partners, Manufacturing. I appreciate that it is quite general, but if pushed, what would you say is the essence of marketings responsibility.

  4. #4
    ABW Ambassador 2busy's Avatar
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    In general I would say that Marketing presents the enterprise to the public.

  5. #5
    The Seal of Aproval rematt's Avatar
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    Marketing's Responsibility for the Value of the Enterprise a working paper by Robert F. Lusch and Frederick E. Webster, Jr..

    Available from The Marketing Science Institute.

    -rematt
    "I know that you believe you understand what you think I said, but I'm not sure you realize that what you heard is not what I meant." - Richard Nixon

  6. #6
    Moderator MichaelColey's Avatar
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    Moderator Note: Please don't start any additional threads about this. Your other thread has been deleted.
    Michael Coley
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