This paper discusses the contemporary role of demand-driven marketing in the company and its effects on profitability.
Written in 2006; 935 words; 3 sources; APA; $ 33.95
Paper Summary:
This paper stresses that companies, especially those with global competitors, must become demand-driven organizations by aligning and synchronizing the entire company---its many departments, buyers, suppliers and strategies---to meet the needs of customers. The author reviews research studies, which implicate that becoming a demand-driven company can play a positive role in increasing an organization's profitability. The paper relates that, in quantifying the financial impact of marketing on the profitability and long-term financial performance of any company, the processes surrounding order-capture, order-management, fulfillment and order-tracking are critical.
From the Paper:
"Askegar and Columbus (2002) highlight a maturity model that specifically addresses this point from the standpoint of recruiting, growing, retaining or re-directing channel partners. This has major implications for measuring per-channel sales productivity, gross margins, and channel partner revenue contribution. Second, a process-centric view of marketing's contribution to revenue highlights a series of financial measures that best reflect the immediate impact of changing strategies to make them more customer-centric."
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