Achieving a marketing orientation requires an investment of time and money; maintaining it requires determination and consistency. But in these recessionary times, can companies really afford not to make such an important investment in their future prosperity – or perhaps even their survival?
The subject of marketing orientation prompted some lively debate last week in Zurich. The occasion was a Marketing Colloquium which I ran for the Zurich University of Applied Sciences’ International Executive MBA programme. The students were smart people, holding senior positions in areas such as engineering, law, IT and accounting. The aim of the colloquium …