What Marketing Means to a Company Today, no product, service, concept or idea can be successful without marketing savvy behind it. In the 90s, marketing executives sit at the table alongside a company's board members, president, chief financial officer and chief information officer in key company planning and decisionmaking. In an age of fierce competition, marketing is the rock on which differences between a company and its competitors is built. For us to succeed, we must develop creative, recognizable brand images for our stores, as well as of the merchandise we sell. When you think of brands, you probably think immediately of products like Charmin, Nike, Pepsi and Ford.
All companies have a brand image of sorts.
For us, Macy's is a powerful brand of retailing. These brand images are not things that marketing people sit around over coffee and dream up. How to market a company, product or service is based as much on research as on experience. Marketing managers must consider initiatives that deliver the best return on their investment. If you put all of these factors together, you have a marketing plan that mirrors a company's principles and goals and objectives.