Making It Run Isn't Running It -- The Difference Between Doing And Managing Marketing

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In the early, primitive days of marketing professional services, there weren't enough people doing marketing for law, accounting, and consulting firms to think much about departmental management. The exceptions, of course, were the larger firms, particularly those for whom, in the beginning, having more people on staff was readily equated to better marketing. Marketing, at the beginning, was invariably assigned to a partner, who had only a vague idea about marketing and the marketing process.

This practice still exists today, although to a lesser extent than before, and with a far greater sophistication. After all this time, some – not all, but some – professionals have learned better.

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