THE ROLE OF EVENT-MARKETING IN MANAGEMENT

Abstract

Marketing is no longer, if it ever was, a mere adjunct to selling. To the authors, it is or ought to be a fundamental framework for management decision making and a state of mind that should permeate the entire organization. They outline the developments that have brought marketing to preeminence, examine its key dimensions, its evolution and its impact on other areas of the business, and describe the characteristics of the modern "market-driven" company, in which marketing becomes "a window on the world" for those responsible for shaping corporate strategy. [ABSTRACT FROM AUTHOR] Copyright of McKinsey Quarterly is the property of McKinsey & Company, Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)