Social business: a way to reinvent marketing

Mahesh Enjeti

Although marketing has reinvented many different businesses (e.g. by targeting a different segment, repositioning an offering or modifying packaging), the discipline has suffered from an inability to reinvent itself.

Social business: a way to reinvent marketing

Mahesh EnjetiSAI Marketing Counsel

Necessity is the mother of reinvention. Social business (as opposed to social media) gives marketing a unique opportunity to reinvent itself by redefining its role in driving the business model.

The intent of this opinion piece comes from two global research projects – the MIT Sloan-Deloitte 2012 Social Business Global Executive Study and the IBM 2011 Global CMO Study. Its content, however, is shaped by my journey as a practising, consulting and educating marketer.

The term 'reinvention' is often viewed with indifference. Its association with 'wheel' (as in...

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