New Marketing Magazine

CXO – the folks who bring us the wonderful CIO magazine – have started a new publication catering to marketing executives. The new magazine, CMO, begins circulation in September 2004. Having browsed its website, the magazine looks quite promising, with articles by prominent b-school professors and industry experts.

One article captured my attention in the current newsletter. Kellogg marketing professor, Mohanbir Sawhney wrote his take on what’s wrong with marketing today. In his view, marketing is suffering from an identity crisis, meaning most people think marketing communications (ie tactics) when they think marketing, and all the strategy is left up to other departments. His other concern is that marketing doesn’t hold itself accountable, meaning it’s very difficult to monitor which marketing tactics are bringing in the leads, when, and how. He lists some good starting points to transform “marketing” back to Peter Drucker’s vision 3 decades ago: “The business has two basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.” CMO then asked a group of industry professionals to comment on his points.

» Read Article: What’s Wrong With Marketing? and responses to it by industry professionals

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