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The Gap Between the Vision for Marketing and Reality by Philip Kotler, Bobby J. Calder, Edward C. Malthouse, Peter J. Korsten

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[MARKETING]

The Gap Between the Vision for Marketing and Reality

The ideal role of marketing was articulated 60 years ago. How close to the ideal have we come by now?

BY PHILIP KOTLER, BOBBY J. CALDER, EDWARD C. MALTHOUSE AND PETER J. KORSTEN

The growing number of chief marketing executives reflects the increasing importance companies attach to marketing. Yet the average tenure of a chief marketing officer (CMO) is three and a half years, well below that of the typical CEO. Both the prevalence of the CMO position and its precariousness give rise to the question: Has marketing realized the vision to which its adherents have long aspired? A recent global survey of CMOs reveals both how far marketing has come and where there is room to grow.

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