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Marketing leaders and their teams ....
- are being expected to deliver more with less in a shorter timescale
- need to demonstrate the return on marketing investments as well as consistent, best practice processes to replicate those returns
- face increasing pressure to address complexity and fragmentation
- need to improve the efficiency, effectiveness and accountability of the marketing function
- are increasingly looking to the principles of project and programme management to take control of marketing operations and ensure alignment of strategy, activity and hence results
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