How to Sell Marketing to Your Company

Abstract

Examines McCarthy & Stone plc, the market leader in retirement housing. Traditionally a construction‐oriented industry, at best sales‐oriented. Charts the story of the writer′s activities as Marketing and Sales Director in changing this orientation at a time in the late 1980s when the company′s market dominance was under tremendous assault from emergent competitors. Underlines the importance of challenging historical practices and how to handle the inevitable fall‐out. Marketing is an integrative process, and this requires total conversion of all disciplines within the company at all levels. Gives practical advice and a checklist of various stages for those charged with the task of developing marketing attitudes. Provides hints and suggestions on how to win the hearts and minds of all staff and point everyone in the same direction. Deals with human relationship, team dynamics, corporate strategy and the importance of the total involvement role of marketing. Gives support to those marketing practitioners facing the inevitable brick wall of tradition and inertia in companies divorced from the realities of the marketplace.