ANALYSIS OF THE USE OF MARKETING PROGRAMS IN LEADING GLOBAL COMPANIES
Abstract
According to global practices, U.S. companies were among the first to prioritize the use of marketing programs. In this context, it is important to highlight the statement made by Jack Welch, the CEO of General Electric (GE), a company considered a "driver" of the U.S. industrial sector. Welch stated: "It is necessary to incorporate innovations into the company’s operations by anticipating changes in market demands; otherwise, the company’s activities will face a crisis." This statement indicates the direct link between a company’s operational efficiency and the use of marketing programs. Additionally, it is well documented that during Jack Welch’s tenure (1981-2001), GE's economic efficiency improved dramatically compared to previous leadership. As a result, when Welch retired in 2001, he was awarded a retirement package worth $417 million
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