Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • October 2010
  • Article
  • Harvard Business Review

Unleashing the Power of Marketing

By: Beth Comstock, Ranjay Gulati and Stephen A Liguori
  • Format:Print
  • | Pages:9
ShareBar

Abstract

The article examines marketing management at General Electric Co. (GE). The transformation of the company's marketing department into an integral part of product development, product management, and strategic planning after years of relative neglect is considered. The role of Chief Executive Officer Jeff Immelt in initiating and overseeing that change is discussed. The creation of a new marketing strategy by the marketing department, one focused on the role of customer relations in product development, is considered. The creation of a set of basic principles and operating procedures for GE's marketing unit is discussed.

Keywords

Product Development; Product Marketing; Strategic Planning; Human Resources; Marketing Strategy; Customer Relationship Management; Marketing; Advertising Industry; Technology Industry

Citation

Comstock, Beth, Ranjay Gulati, and Stephen A Liguori. "Unleashing the Power of Marketing." Harvard Business Review 88, no. 10 (October 2010): 90–98.
  • Find it at Harvard

About The Author

Ranjay Gulati

Organizational Behavior
→More Publications

More from the Authors

    • March 2025
    • Faculty Research

    Sarojini Naidu: Courage of the Nightingale

    By: Ranjay Gulati, Malini Sen and Anjali Raina
    • September 2024 (Revised December 2024)
    • Faculty Research

    Sona Comstar and Blackstone: Unlocking Value Through Business Transformation

    By: Ranjay Gulati and Kanika Jain
    • August 2024
    • Faculty Research

    Ashesi University: The Journey from Vision to Reality

    By: Ranjay Gulati and Caroline de Lacvivier
More from the Authors
  • Sarojini Naidu: Courage of the Nightingale By: Ranjay Gulati, Malini Sen and Anjali Raina
  • Sona Comstar and Blackstone: Unlocking Value Through Business Transformation By: Ranjay Gulati and Kanika Jain
  • Ashesi University: The Journey from Vision to Reality By: Ranjay Gulati and Caroline de Lacvivier
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.