Towards Leadership Marketing: An Exploratory and Empirical Study

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Author(s): Wilson Ozuem (Regents University, UK)and Alina O'Keeffe (University of Wales, UK)
Copyright: 2014
Pages: 21
Source title: Strategic Marketing in Fragile Economic Conditions
Source Author(s)/Editor(s): Irene Samanta (Graduate Technological Education Institute of Piraeus, Greece)
DOI: 10.4018/978-1-4666-6232-2.ch007

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

In an era when collaboration is key to business prosperity, the ability to develop one truly coherent and agile brand lived by its employees and delivered to external stakeholders has become extremely challenging. Unity between the internal brand and a company's external image, when change is the only constant, has nearly vanished. The marketing function is frequently being underemphasised at the board level. Furthermore, the existing approach to leading business devalues the importance of marketing and its role in leading organisational change. This chapter is about how marketing can partner with organisational leadership for a mutually beneficial exchange of skills and capabilities in order to be able to reinvent organisations rapidly enough to cope with shifts in the external business environment and create a sustainable future for the business. From an interpretivist perspective, this chapter explores the novel concept of “leadership marketing,” which challenges the conventional view of marketing and leadership as two separate fields and offers a holistic approach for business management and brand alignment.

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