I'm reading a good book these days called "The Marketing Mavens" by Noel Capon. It is a pretty good book and it is based on the premise that very good marketing companies are really tuned into the markets they serve ( and don't serve) as well as letting Marketing Departments really drive business ( instead of just sending out newsletters).
This is a hard concept to grab since I work for a big multinational chemical company. We don't seem to embrace this concept very well. I'm going to do some benchmarking after I finish the book and hopefully we can adopt some of these concepts.
That's it for now...
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