Marketing in the Co-op Matrix
The board and general manager need to become literate around the quantitative as well as the qualitative aspects of the marketing field. Marketing is often at the top of the list of operational tasks that become part of the discussion at meetings of the board of directors. Topics can range from the quality of the marketing to the board feeling it’s not plugged in enough when engaging with owners through marketing channels. Marketing issues are often of concern—whether warranted or not—to boards and individual directors.
