What's Marketing For Again? To Get Customers or Justify Yourself?

I'm not sure I know what to say over the study results just posted over at Research Access that sites a Forbes Insights study which has some good news / bad news results.

So here's the good news -- Marketing executives expect to spend more on marketing.  And the bad news?  Well, they are going to spend more on effective marketing so that they can justify their existence.

What's the point?

I've been in corporate and I completely understand living your life justifying your existence to the management team.  And I can understand this strategy in today's economy.  It's human nature.

Here's an idea -- invest in a marketing program to attract your ideal customer and get them to choose you, every time regardless of price and the byproduct of that will be your continued employment.