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彼得·德鲁克(Peter Drucker)在《管理实践》(The Practice of Management)一书中写道：“商业企业具备且仅具备两种基本功能：营销和创新。营销和创新能产生效益,而其他所有活动都是成本。”当今许多大公司的高级主管却因营销无法产生可计量的效益而感到沮丧。为此,他们越来越多地将营销部门视为一种开支,而不是一项投资,结果导致营销在企业中日渐势微。
Peter Drucker wrote in The Practice of Management: “Business enterprises have and have only two basic functions: marketing and innovation, where marketing and innovation can yield benefits, and All other activities are costs. ”Senior executives of many large companies today are frustrated by the inability of marketing to generate measurable benefits. To this end, they increasingly see the marketing department as an expense, not as an investment, resulting in a gradual decline in marketing.