«Swan, Pike and Crawfish» - this marketing management model may be found in every second company. Sales are pulling in one direction, purchases - in another, and marketing - in the third one, which is the cause of conflicts. Each department is fighting for survival. They may weave a plot, organize alliances with other subdivisions, trying to overbalance a rope on its side.

Very often marketing specialists work as corporate «scapegoats», being blamed for anything. «Sellers» believe that marketing specialists deal with predictions and unnecessary creative developments; that they have never stood behind a counter and don't know what a consumer actually needs.

To pull or not to pull? - This is the question. Which direction? How to organize a system of checks and balances in a company and make the marketing management process "manageable"? Grigory Trusov, the President of consulting company "Contact Ekspert" will discuss these and many other questions at the seminar "Marketing Department. Lugging ropes" during the 9^th Kyiv International Advertising Festival.