Marketing and the British chief executive
- 1 January 1987
- journal article
- research article
- Published by Taylor & Francis in Journal of Marketing Management
- Vol. 3 (2) , 121-132
- https://doi.org/10.1080/0267257x.1987.9964033
Abstract
British chief executives increasingly recognise the need to make their companies more marketing orientated. But boards of directors are still dominated by a financial outlook and most lack a professional approach to strategy and market innovation. Chief executives need to supplement their generally inadequate base with education and development programmes on strategic marketing and to add non‐executive directors with substantial expertise in marketing.Keywords
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