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HOW TO: Delegate for marketing effectiveness

Marketing is the responsibility of everybody,” according to Evert Gummesson, Professor of Service Management & Marketing at Stockholm University.

His words are never truer than when applied to small and medium businesses, where the absence of a dedicated marketing department and the constraints of a tight budget dictate that crucial marketing functions are often delegated to staff who are short of both the time and expertise to co-ordinate an effective campaign.

Yet the constant need to retain existing customers while developing new business demands that marketing be an ongoing activity, and SMEs must find innovative and cost-effective ways of making the most of limited resources.