CEOs flunk marketing test - need to join YCS' 'Clean Slate Club.' (Yankelovich Clancy Shulman, research and consulting firm)(includes related article on marketing myths) (Quiz Time)
Article Abstract:
Yankelovich Clancy Shulman Inc (YCS), a research and consulting company, gave a marketing test to 1,000 CEOs of American corporations and discovered that most of them did not know much about the subject. This was done to find out why a majority of marketing programs are unsuccessful. YCS' book entitled 'The Marketing Revolution: A Radical Manifesto for Dominating the Marketplace,' discusses how much CEOs know about marketing and provides a guide for marketing programs. To succeed, the book suggests starting with a clean slate, having annual marketing audits and conducting 'marketing autopsies' to know which parts of the plan did not work.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
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CEOs flunk marketing test - need to join YCS' 'clean slate club.' (Yankelovich Clany Shulman Inc.)
Article Abstract:
Kevin Clancy and Robert Shulman of the research and consulting firm Yankelovich Clancy Schulman Inc criticized the marketing ineptitude of CEOs in their book 'The Marketing Revolution: A Radical Manifesto for Dominating the Marketplace.' In addition to research studies supporting the claim, the book also provides advise on how CEOs and marketing directors can improve their marketing strategies. The research firm conducted the studies due to the failures of many marketing programs.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1992
User Contributions:
Comment about this article or add new information about this topic:
CEOs flunk marketing test- need to join YCS' 'Clean Slate Club.' (research on how much Chief Executive Officers knew about marketing)
Article Abstract:
The finding of the Yankelovich Clancy Shulman (YCS) research and consulting firm that most CEOs have inadequate knowledge of marketing is discussed. The failure of marketing programs is mostly attributed to the inadequate knowledge of the people who manage the programs. The remedial measures which CEOs should take include conducting an annual marketing audit to compare expenses against results and an analysis of the parts of the plan which failed.
Publication Name: Business Marketing
Subject: Business
ISSN: 1087-948X
Year: 1993
User Contributions:
Comment about this article or add new information about this topic:
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