Companies can turn out to be so fixated on pursuing their R&D agendas that they neglect about the customer, the market, the competition. They find yourself successful recognition as R&D pioneers however lack the extra important capability—sustaining their efficiency and, sometimes, sustaining their independence. Genentech, for example, clearly emerged as the R&D pioneer in biotechnology, solely to be acquired by Roche. Marketing at present is not a operate; it’s a way of doing enterprise. Marketing needs to be all-pervasive, a half of everyone’s job description, from the receptionists to the board of directors. Its job is neither to idiot the shopper nor to falsify the company’s image.
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