Sherilyn Shackell: Marketers should hire for character and train for skills
Sherilyn ShackellThere is a much quoted definition used by the Chartered Institute of Marketing: ‘’Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” This might be true but quite apart from the utter blandness of the sentence, it’s certainly not the entire picture. Not any more. In my opinion, it diminishes […]
