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Marketing 'fundamental', says expert More board members at FTSE 100 companies have marketing background than ever before, it has been claimed.
Video production users have been advised as to the importance of marketing in a modern business.
According to Ray Jones, head of communications and external affairs at the Chartered Institute of Marketing, executives with marketing experience are becoming increasingly common in the boardrooms of large companies.
"When we started first monitoring this in about 2005 there were only about six marketers on the boards' of the FTSE 100 companies," he said.
"But marketing is now a fundamental part of the business and you really do need it as part of your everyday business mix especially when times get tough."
His comments follow a recent report by Credit Suisse that urged investment in companies that spend heavily on brand-building and marketing strategies.
Called the Power of Brand Investing, it claimed a good brand was as valuable an asset as scale, proprietary technology and monopolies, Marketing Week reported.
"Well researched, reputation marketing does pay off in the long-term for any organisation," said Mr Jones
Posted by Angela Metcalfe
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