Brent Feigenbaum is currently Principal of BHF Communications. He has been Chief Marketing Officer of J.E. Robert Companies, Director of Global Marketing Communications for GE Real Estate and Vice President, Global Communications Director, The Citigroup Private Bank.
Though the economy is slowly recovering, marketing departments are still in disarray. Marketing departments are typically the first units to be affected in an economic downturn. As companies now rebuild, marketing departments may find themselves disorganized, not structured for maximum optimization, and often a low priority in the budgeting/ hiring process.
But the news isn’t all bad. As the economy continues to recover, now is the ideal time to redefine marketing roles and elevate the function to where it can have more impact and drive results.
Defining marketing
A classic marketing department consists of seven functions led by branding, followed by advertising, public relations, market research, communications (customer, investor and employee), websites/electronic media and events. (more…)
