Marketers are hiring more talent and spending more money than ever to chase multicultural consumers, yet they are divided on how to reach them -- and unsure they're getting good returns on their investments. While 84% of the marketers believe multicultural marketing is "critical to my business," almost 40% said they don't know the financial value of multicultural groups to their companies, according to a study for executive search firm Heidrick & Struggles by Brandiosity.
"...trust me, if you follow Drucker's advice, you will get to keep your job, ...". Chief marketing officers have a shorter average tenure than NFL coaches. In fact, they barely get beyond two years before they are gone. As BusinessWeek commented in a recent article on the subject, "The job is radioactive." The problem, as laid out in the article, quoted a well-known search company as stating that 70% of the companies don't know what they're looking for when they recruit a CMO.
The trouble with making a living in marketing is that it can be pretty tough to conjure a meaningful existence during shadowy economic times like these. How much hair gel can we sell to resurrect the dollar? Can a new breakfast cereal prop up Wall Street? Can a five-blade razor restore our faith in the future? Didn't think so. Yet, we all love what we do. And I'll venture reasons why: We are creative, and we want to help people succeed. It is those two impulses that will give our profession
"...Marketers give consumers information. They offer consumers choice. They want to engage consumers, to earn their interest and loyalty...". Marketing is much maligned. Consumer advocates say it's deceptive and intrusive. Sociologists contend it encourages self-centered materialism. Cultural critics argue that it saps civic spirit and political involvement. Marketers, preoccupied with individual campaigns, have done a poor job of rebutting these critiques. What do you say to the cynics who claim that marketing is bad for society?
Marketers are hiring more talent and spending more money than ever to chase multicultural consumers, yet they are divided on how to reach them -- and unsure they're getting good returns on their investments. While 84% of the marketers believe multicultural marketing is "critical to my business," almost 40% said they don't know the financial value of multicultural groups to their companies, according to a study for executive search firm Heidrick & Struggles by Brandiosity.
"...trust me, if you follow Drucker's advice, you will get to keep your job, ...". Chief marketing officers have a shorter average tenure than NFL coaches. In fact, they barely get beyond two years before they are gone. As BusinessWeek commented in a recent article on the subject, "The job is radioactive." The problem, as laid out in the article, quoted a well-known search company as stating that 70% of the companies don't know what they're looking for when they recruit a CMO.
The trouble with making a living in marketing is that it can be pretty tough to conjure a meaningful existence during shadowy economic times like these. How much hair gel can we sell to resurrect the dollar? Can a new breakfast cereal prop up Wall Street? Can a five-blade razor restore our faith in the future? Didn't think so. Yet, we all love what we do. And I'll venture reasons why: We are creative, and we want to help people succeed. It is those two impulses that will give our profession
"...Marketers give consumers information. They offer consumers choice. They want to engage consumers, to earn their interest and loyalty...". Marketing is much maligned. Consumer advocates say it's deceptive and intrusive. Sociologists contend it encourages self-centered materialism. Cultural critics argue that it saps civic spirit and political involvement. Marketers, preoccupied with individual campaigns, have done a poor job of rebutting these critiques. What do you say to the cynics who claim that marketing is bad for society?
