Putting Marketing on 'ROIDs' Part 2: Responsibility Marketing.
By Dick Patton
Thursday, 11th March 2010
After having nearly destroyed one of the world's most recognizable and successful brands, Tiger Woods got one thing right in his extraordinary mea culpa: 'My real apology,' he said, "ill come from my behavior over time.'

I couldn't help thinking that marketers should take that to heart 'wn a world where corporate responsibility will increasingly be a critical factor in competitive advantage.

In a previous post I sketched the marketing "performance enhancers" that CEOs and CMOs say they need for the customer-centric future, summed up in the mnemonic "'ROIDS" (Responsibility marketing, Organizational leadership, Insights about customers, and Digital marketing).

Of those elements, responsibility marketing is one of the most important and probably the least well understood. It starts with behavior.

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