领导者在市场营销中应该如何准确定位自己的角色呢?笔者认为,领导者既不能做“推销型领导”,单纯地进行业务推销,也不能做“策划型领导”,埋头于宏观规划,而应当立足全局,从战略高度提出营销目标、制定营销方案、加强营销组织、出台营销政策、完善营销机制、监控营销执行、加大营销落实。归纳起来,领导者在市场营销活动中,既要当好“司令员”,也要当好“指导员”和“监督员”。 How should the leader accurately locate his or her role in marketing? The author believes that the leader can not do “sales-oriented leadership”, simply conduct business promotion, and can not do “planning-style leadership” and concentrate on the macro-planning Should be based on the overall situation, from a strategic perspective put forward marketing goals, develop marketing programs, strengthen marketing organizations, the introduction of marketing policies, improve marketing mechanisms, monitoring marketing implementation, increase marketing implementation. To sum up, leaders in the marketing activities, both as a good “commander”, but also as a good “instructor” and “supervisor.”