New challenges to marketing’s mandates

Using findings from Prophet's 2005 State of Marketing survey on how marketers contribute to business growth, Scott Davis, a senior partner of Prophet, discovers a gap between the intentions and achievements of many U.S.

New challenges to marketing's mandates

Scott Davis

It takes a marketer to recognise the blessing and the curse that lies behind the saying: 'May you live in interesting times.'

Today's interesting times are marked by dramatic societal changes, and the breath-taking technological breakthroughs that are instrumental in pushing them have opened a vast spectrum of opportunities, challenges and demands on the marketing profession.

In this rapidly evolving environment, the number of levers that must be pulled to reach the customer is growing rapidly. Technology has not only helped fuel this expansion, but opened up the vistas in expanding marketing's ability...

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