Orchestrating marketing excellence

Argues that marketing disciplines have become increasingly important to the IT industry, as emphasis has moved from product innovation to customer understanding and servicing, and describes how Hewlett Packard has re-organised its marketing effort accordingly.

Orchestrating Marketing Excellence

Mike WinklerHewlett-Packard Company

Without question, the past several years of challenging market conditions have provided a number of valuable lessons learned with respect to business in general. One such lesson that...