By Jane Simms
Financial Director, January 26 '06
(excerpt)

The more finance and marketing evolve beyond the traditional caricatures of bean counting and advertising respectively, the more effective and productive the working relationship becomes, says Neal Kissel, a managing partner at strategy and management consultancy Marakon Associates.

"Arguing about whether marketing or finance is most important merely serves to perpetuate the stereotypes and the hostility," he says. "Clearly, they are equally important, and the focus of debate needs to switch to how to get them working together more effectively."

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