October 2010
Article
Harvard Business Review

Unleashing the Power of Marketing

By: Beth Comstock, Ranjay Gulati and Stephen A Liguori

Format:Print
| Pages:9

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.