Linking Marketing and Innovation Improves Results in Both, Experts Say

Building a strong link between strategic marketing and innovation creates an environment in which excellence in both can thrive, according to a report by Phil Allen of GEMS Europe (Zug, Switzerland) and Kevin Weir of ISiB (Buehl, Germany). In spite of this, surveys have shown that many companies slash budgets for both during economic downturns. Integrating marketing and innovation, however, can help a business to perform optimally. In a B2B market such as the chemical industry, strategic marketing brings a market focus to strategy development and take a...

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