New frontiers in marketing

Four marketers discuss the implications of the five key themes that dominate the thinking of the marketing community.

New Frontiers in Marketing

Five key themes dominate the thinking of the marketing community, reports Crawford Hollingworth, and four eminent marketers discuss the implications. Led by Rita Clifton (Interbrand, Newell & Sorrell), the marketers Charles Fallon (PetsPyjamas.com), John Bennett (Procter & Gamble), John de Trafford (American Express) and Tim Mason (Tesco) describe how their companies are leading the way.

We are on the edge of a marketing revolution. With the very foundations of theory and practice crumbling away it is inevitable that many established marketing techniques will disappear, not least, cherished marketing tools such as the...

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