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 www.cim.co.uk.
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.