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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
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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; Technology Platform; 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

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More from the Authors
  • The Mahindra Group: Leading with Purpose By: Ranjay Gulati and Rachna Tahilyani
  • Pete Carroll: Building a Winning Organization through Purpose, Caring, and Inclusion By: Ranjay Gulati, Matthew Breitfelder and Monte Burke
  • What Really Prevents Companies from Thriving in a Recession By: Ranjay Gulati and Mark Wiedman
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