Marketing is finding that its once cozy role as the artists within the hard-nosed commercial world is being questioned with ever-increasing vigor. Management expects tangible results, wants more than just awareness campaigns and is after hard cash and a justified return on the dollars they are spending.

While most enterprises claim a degree of science behind corporate decisions, the truth remains that in what are still essentially product-centric silos, most production is decided on the basis of the intuition of the management team. When that fails and business results do not match expectation, the result is usually to sack the management and find others who the shareholders believe will guess better.

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