Managing the Risky Business of Marketing

by Wayde Fleener

Marketing is a risky business. Despite all the efforts at market and product research, customers are hard to read, and they don't always respond to offers the way marketers expect them to. It's probably no coincidence that CMOs have the shortest average job tenure among all C-level executives, according to executive search firm Spencer Stuart. Risky business, indeed. But it doesn't have to be that way. By borrowing risk analysis techniques from the investment and risk management world, it is possible for marketers to gain control.... cont'd

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