Decision-Driven Marketing. Business & Marketing Article Critique

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Decision-Driven Marketing
In their article, Decision-Driven Marketing, Aditya Joshi and Eduardo Giménez, point to the fact that marketers have had to redesign their approaches to penetrate the market that is highly dynamic. Marketers are forced to wear several hats and become scientists and technologists (Joshi, and Giménez). However there is so much that they can do given constrains that come with the resources. More importantly is the challenge including the rest of the functions within the organization. This relates to the challenges faced with the seams at the organization relative to the various departments that have to be brought on board.
The central idea revolves around getting all the relevant departments being brought on board. Ideally, where the marketing department is trying to develop strategies that are devoid of the inputs from all the other relevant departments, this is bound to create drag in the implementation p...