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5. Expanding and enriching operational marketing
To achieve operational success and avoid the potential disasters associated with change, marketing assists the business leader to put all the odds in his favor.
5.1 A new role for marketing: value-added marketing
Marketing is traditionally the specialist in selling ideas. It is the expert in selling the ideas that sell a product or service, and the expert in a single target, the customer. The new role of marketing is to broaden its skills and targets, and to become the arm that "sells" the company's ideas to its employees or stakeholders, to simplify relations and actions between them all.
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Expanding and enriching operational marketing
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