Peter Drucker, the eminent philosopher/consultant who wrote the book on marketing, said that getting new customers and innovation were the only two parts of a business that could be realistically called profit centers, as everything else is purely a cost center. Getting new customers he defined as the job of marketing, and he called out the tight relationship between getting new customers and innovation, making the Chief Marketing Officer also the person responsible for envisioning the innovations which could bring new customers.
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