There are a lot of studies coming out of Europe and the United States, perhaps also here in New Zealand and Australia, showing that marketers are no longer regarded very highly in large corporations. And also it seems as if marketing is increasingly considered on a tactical rather than strategic level. Marketers are managing short term promotional and advertising campaigns, but not necessarily thinking in terms of how to build customer relationships and brands longer term. This means that marketing and marketers become less and less relevant both for customers and for top management, and hence for the corporation and its stakeholders.