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...