Beth Comstock, the chief marketing officer and a senior vice president of General Electric, Ranjay Gulati, a professor at Harvard University, and Stephen Liguori, the executive director of global marketing at General Electric, write about how GE's leaders set out to find the skills they needed to win credibility and deliver results.
This article was first published in the October 2010 issue of Harvard Business Review.
Marketing is important, in case you didn't know that already, which apparently GE didn't. So, here's 30 minutes of how they learned the hard way what every text book in every business class says in chapter 1. That said, it was enjoyable enough to listen to, and there are some good reminders, and its a cheap buy... so why not.
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