We are in an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences and societal behaviour on the other. Marketing knowledge and practices have to advance at a significantly higher pace to address the changing context of market behaviour. Handbook of Advances in Marketing in an Era of Disruptions is meant to share ideas and new knowledge that are relevant to this world of disruptions. Leading scholars from around the world, who have keenly observed the changing market environment, business policies, parameters, theories, methods and practices, have put forth their theses on how marketing thinking needs to evolve to keep pace with the market reality.
Chapter 17: Increasing Marketing's Impact: Making Everyone a Marketer
The largest expense for most organizations is employees. A 2014 study by Gallup finds that the upwards of 70 per cent of employees are disengaged. Another study estimates that improvement in engagement can result in 20 per cent improvement in sales teams. So this is a big problem and fixing it will pay big dividends. Unfortunately, studies also show that most current employee engagement programmes do not work well. The authors find the most comprehensive research on the topic being done by the Conference Board. Their study DNA of Engagement points out a critical ...