These are the questions being asked at senior management levels on how a medically-related business should be evaluated in the 21st century marketplace.
The main question for marketers is: How does the job of the marketer contribute to, or indeed relate to, the business strategy that senior management is trying to accomplish? Unfortunately, in too many instances, marketing people appear to be commonly off track and what they are doing seems to be un-related to how the business is being run. Thus, important questions, from a marketing point of view, are:
- What is the role of marketing and brand communication in the overall success of the business?
- How can marketers budget for marketing and communication investments, and measure results?