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Marketing is a team process

One of the prevailing management fads these days is "team management." Compaines all over the marketplace are forming teams to complete tasks covering everything from factory assembly to pricing strategy.

Many marketers have formed teams as well, relying on consensus to make decisions.

This approach can be effective, both in terms of time and quality of work. However, if the group is not a true team, the process can be extremely slow, inefficient, and even counterproductive.

When using a team to make marketing decisions, it's important to make sure that members have complementary skills. Don't complicate the decision-making process with a group of people who can offer their subjective opinions – but no real expertise.


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