THE MEANING OF INTEGRITY IN MARKETING

In our years of big-company marketing, we perceived and experienced a Marketing Function that had a leadership role: being aggressively competitive; pushing innovation and new ideas, even when they weren't very popular; never failing to have a point-of-view. Such a role demanded not only a resilient (even, as needed, charismatic) personality but, even more, the highest level of integrity. It's hard enough to get many in the Company to feel comfortable with something scarily new... but virtually impossible to do if the person pushing it cannot be trusted to tell the truth. This week - at the risk of being a bit philosophical (and preachy?) - we consider what integrity really means for Marketing.

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The DISPATCHES^TM for February 10, 2014 can be found here: http://www.bdn-intl.com/THEMEANINGOFINTEGRITYINMARKETING.php 


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