In the eyes of those in private practice, marketers are often seen in the same light as the public views estate agents – a necessary evil whose professionalism is questionable. Even the Chartered Institute of Marketing acknowledges the profession has an image problem and that too few of its members are represented at board level.
The global economic downturn has hit hard, and in the world of enforced corporate spending cuts, marketing is a luxury that can be ill afforded in hard times. Look harder, however, and it could be that slimming down the marketing budget is the right answer to the wrong question.
