More than just a label; Jeffrey Immelt redefines marketing at GE.(General Electric Co.)(Interview)(Brief article)

Advertising Age, June, 2006

Harvard Business Review - Offering "the first deep look under the hood of [Jeffrey] Immelt's GE," Harvard Business Review Editor Thomas A. Stewart recently interviewed General Electric's chairman-CEO, asking him to detail his strategy for organic growth. GE's goal? "Two to three times the growth of the global GDP." As part of the interview, Mr. Steward asked Mr. Immelt to expand upon one element of a six-part diagram used internally "to explain how specific initiatives fit into a larger organic growth process":

HBR: "Another element in the growth process is 'commercial excellence'-putting great sales and marketing leadership in place, burnishing the brand, and so forth."

JI: "If we can create a sales and marketing function that's as good as finance...

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