TArticles tagged with: go-to-market; Kevin P. Young

Marketing: the engine and fuel that drives successful companies

Peter F. Drucker (1909–2005), the world-renowned management visionary and guru, was fond of saying, “Because its purpose is to create a customer, the business has two—and only two—functions: Marketing and Innovation… Marketing and innovation create value; all the rest are costs.” The esteemed Dr. Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing at Kellogg School of Management at Northwestern University and known to many as the Father of Marketing and hailed by Management Centre Europe as the world’s foremost expert on the strategic practice of marketing, has defined his life-long discipline as, “Generating the strategy that underlies sales techniques, business communication and business development… Marketing is an integrated process through which companies build strong customer relationships, and create value for their customers and for themselves.” So why does marketing so often appear as an afterthought in the world of federal contractors? So many contractors—of all sizes and … Continue reading Marketing: the engine and fuel that drives successful companies

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