Innovation Is Marketing’s Job, Too

Harvard Business Review: "Pursue mindshare before marketshare. When I took over as chief marketing officer at GE, the mandate from CEO Jeff Immelt was to make marketing a vital operating function that could drive organic growth. We realized early on that it wouldn’t be enough for marketers just to focus on advertising and external messaging. We were in a unique position to integrate ideas and teams across the company, and to draw insights from the outside world. So we signed up to fight in a bigger way for the market and GE’s place in it." - Beth Comstock, JULY 03, 2014

Harvard Business Review: "Pursue mindshare before marketshare. When I took over as chief marketing officer at GE, the mandate from CEO Jeff Immelt was to make marketing a vital operating function that could drive organic growth. We realized early on that it wouldn’t be enough for marketers just to focus on advertising and external messaging. We were in a unique position to integrate ideas and teams across the company, and to draw insights from the outside world. So we signed up to fight in a bigger way for the market and GE’s place in it." - Beth Comstock, JULY 03, 2014