CultureHive > Article > A tale of two disciplines: managing marketing people
14th April 2013 Sara Lock

A tale of two disciplines: managing marketing people

By: Chartered Institute of Marketing

An extract from A Tale of Two Disciplines: Managing Marketing People. © The Chartered Institute of Marketing, 2005. Reproduced with kind permission. For the full paper please visit

Marketing has the opportunity to drive business. The first step is to communicate marketing as a mixture of scientific and creative disciplines. The second step is to train existing marketers in the economic or accountancy skills where they are currently lacking, and to introduce an understanding of Shareholder Value Added and metrics. And the third step is to attract scientifically-minded people to counterbalance the creative marketing employees, and to recruit marketers who have the magic blend of scientific and creative abilities.


| Published:2013

Smart tags: recruitment measurement line management

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