The most urgent management challenge of our time is to combine innovation and marketing into one unified process. Even the best marketing can't save a company that fails to innovate. On the other hand, even the most innovative ideas will flop if companies do not understand the value of their products and establish that value profitably. Combining these two functions gives you the best odds of escaping the oppressive price and competitive pressures that plague today's markets around the globe. It gives you the best chances to generate the profit that continuously fuels further innovation and ensures long-term survival.