Marshall Goldsmith

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Advice for Marketing Executives During Tough Times

Marshall Goldsmith

Q: Do you have any specific suggestions for marketing executives in this challenging climate? During hard times companies often cut back on marketing budgets. As business becomes more competitive, marketing executives face increasing pressure to demonstrate the value that their function is adding to the firm. A: Great question.

Advice 107
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Demonstrating the Entrepreneurial Spirit

Marshall Goldsmith

o Find your own market niche In the same way that successful entrepreneurs provide innovative solutions to market opportunities, you can work to develop a special competency that differentiates you from everyone else. Look for market needs that everyone else may not have considered. Be creative.

Ulrich 134
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When is Spinning the Message a Good Thing?

Marshall Goldsmith

Q: In our company we value integrity, yet leaders - especially in marketing - are taught to "spin" to make products and services sound good to clients. To participate in the 2011 Thinkers 50, visit [link]. When is "spinning" a message a good thing? When it is wrong? This is not immoral, illegal, or unethical. It is just good business.

Prahalad 110