Short Case Scenario 11-1

Essay

Short Case Scenario 11-1
Martin Winner, a Denver businessman, has had a successful career in marketing, starting out in retail sales and moving up through positions in industrial sales and public relations. Seeking a new challenge and hoping to move south, Martin decides to look for a new job in Texas, New Mexico, or Arizona. Martin is delighted to be hired as the Director for Marketing at Panther Shoes, a manufacturer of athletic apparel.
-Why is the role of the marketing manager and the culmination of the marketing plan critical for a company?