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Q: According to a survey, around 46.5% marketers feel that marketing is seen by businesses as a cost first and foremost. Only 32% think marketing is seen as an investment and is completely understood by the company. Unfortunate? What would you say is the scene in India?
A: The answer is obvious ie it’s an investment. It’s too elementary to aver that:
Marketing builds long term value,
Marketing reinforces Brand Equity,
Marketing differentiates one brand from the other (one business from another),
Marketing drives revenue growth,
Marketing builds customer loyalty.
Etc Etc.
Practitioners on the ground would know these from both academic and practical point of view. But whenever the operating environment changes, for both macro and micro reasons. Then monthly and quarterly results dominate organisational thinking- perhaps justifiably. Don’t forget that dictum: Turnover is Vanity, Profit is Sanity. And Cash is Reality
Hence answer to your question is: yes marketing is certainly an investment, but it has to be moderated in sync with operating environment of an organisation.