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At Issue } essential reading

Top 100 Brands Wield Power Over S&P 500

Mark Ritson
Friday, May 1, 2009

In the managerial pecking order within most firms, finance occupies a more central role than the flimsy business of marketing. Financial people use complex terms like ‘derivatives' and ‘collateralized debt obligations', and deal with multibillion-dollar/pound sums on a daily basis. Marketers are a simpler mob, occupying their time with more basic duties, such as brand building and customer satisfaction. However, when you think about it, shouldn't it be the other way round? Shouldn't the marketer, who builds the brand and works with the consumers who pay for everything, have a more exalted position than the manager who simply accounts for and invests the resulting income?

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