e-Business Marketing: Embracing and Leading Change

Vivienne Lee Bechtold

The author, from Procter & Gamble, discusses marketing in the Internet age and the increased importance of integrated marketing (synergy), personalised and real-time consumer communication, and consumer orientation.

e-Business Marketing: Embracing And Leading Change

How new consumer attitudes are changing the way we view marketing

Vivienne Lee Bechtold The Procter & Gamble Company

A favorite saying of mine is, 'If you're not riding the wave of change, you'll find yourself beneath it.' So said, at the over 160 year old Procter & Gamble, we've either been riding the wave of change or, in many cases, on top of the wave leading the industry.

One could argue that perhaps there has been nothing more discontinuous than the impact of the Internet and the emergence of e-business opportunities today....

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