The Chartered Institute of Marketing has chosen Birmingham as the location to launch its latest White Paper on the future of the profession.
The organisation said it would bring out the document, compiled for the institute by Aston Business School, on September 1.
The result of this latest research paper reveals senior managers’ perceptions of marketing and the barriers the profession faces in gaining influence within both private and public organisations.
Although marketing is critical to business performance, the paper argues that it can be hampered by short-term thinking by the business and a lack of accountability, creativity and courage on the part of marketers themselves.
The institute said the paper shows that sometimes marketers are their own worst enemy.
It points out that they often fail to account for their often considerable budgets, fall back on dull and uninspiring campaigns and flounder when questioned on the financial impact of their strategies.