Marketing--Function or Profession? An Evaluation of the Marketer’s Role
Published 8/14/2009
Author: Roger Sinclair
Dr. Roger Sinclair is an Academic Partner of Prophet and consults exclusively for its clients. He is the originator of the globally respected BrandMetrics valuation methodology.
Summary
Is marketing a function or a true profession? In this article, Dr. Roger Sinclair asserts that marketers perform a critical function but need to move beyond merely being "functionaries". He suggests that today's marketers must acquire key skill sets in the areas of brand equity, finance, accounting and metrics.
In this article, Sinclair suggests that this issue is at the heart of the future of marketing. If the brand is the asset, all expenditure on it is appropriated for the sole purpose of increasing its value. Today, in the light of new and anticipated accounting standards, there is no question that brands are assets and, increasingly, boards of directors will want to know what management is doing to protect the brand.
Is marketing a true profession or a function in support of the brand? Leave your thoughts here.
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Melissa Stanisz wrote:
I think it's both: we need specific activities to support a brand, but it needs designated champions (professionals) to elevate it within an organization and help engage employees and customers.
Posted on : 8/17/2009