Ignorance is not bliss. Academic research shows that barely 10% of CEOs are selected from marketing’s ranks and, even in top CPG companies, less than 20% of CEOs rise from marketing. Worse, less than 3% of a company’s board roles are filled by people with a marketing background. So much for the voice of the consumer being represented at the highest strategic body of a company.
Over the last few decades, marketers have ignored three of the original four Ps of Kotler&rsquo....