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...