I recently found this article in Ad Age about the “new” idea that Marketing should integrate with product development to create better products since promoting (marketing in their language) better products is easier. The author cites the CMO of Rambus, (a company with no products incidentally) as a leading proponent of this idea. We commend him on this thinking.
Too bad the author didn’t read Ralph’s article in Industrial Marketing Management 20 years ago where he not only showed why such integration was necessary but how to do it. Or the first part of our book Value Acceleration which also so states.
But then most of the Marketing profession is still focused on the back-end of Marketing … unfortunately.