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Case Study example - Marketing communications
Pages 12 (3012 words)
Introduction In the cutthroat world of business, sustainable advantage is an oxymoron. Competition is worldwide, products are getting commoditized, and customers enjoy an overabundance of choices. And yet, particular business firms stand above the multitude of profit-generating corporations…
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These leaders thrash their competition through superior customer insights that have been translated into compelling value propositions and superior customer experiences.
Marketing has never been more significant as business firms scuffle and skirmish to differentiate themselves from competitors and obtain organic growth and financial success. Some of the world's most revered business corporations that include GE, Microsoft, and Intel, recognise the importance of marketing as a top line growth driver.
At GE, where marketing was the "lost function" under Jack Welch, Jeff Immelt has invigorated the marketing organisation. At Microsoft, Steve Ballmer repeatedly stressed the marketing organization's lead role in making the company's "value propositions shine through for customers." And at Intel, Paul Otilleni fundamentally and drastically departed from the engineering-driven mindset of relentlessly increasing microprocessor speed to a marketing-led approach designing microprocessors for specific customer end-use applications like mobility and entertainment. While marketing is more influential and strategic at a few firms, the state of marketing at most firms is lacking. There are two evident problems with how marketing is practiced today-the role of the marketing organisation and the value that marketing is perceived to add to the firm's bottom line. ...
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