Marketers need to prove to corporate leaders and others in their organizations that they are capable of strategic rather than tactical thinking, that they are capable of being bottom-line oriented, that they do consider returns on the investment that they make in marketing, and that they understand the cross-functional implications of the marketing initiatives that they recommend, i.e. the impact on manufacturing, on the supply chain, on product public relations, and on the sales force, in addition to the financial and bottom-line impact.
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