Change or die: Focusing marketing strategy, structure, and capabilities for 21st-century growth

This article highlights the areas in which companies will need to develop in the next few years to be successful marketing organisations of the future, through an initiative called Marketing 2020.

Change or die: Focusing marketing strategy, structure, and capabilities for 21st-century growth

Chuck Kapelke

What will it take to be a winning marketing organization in the year 2020, and how can marketing best focus and organize to support business growth in the decade to come?

To answer these questions, the ANA and its partners in the World Federation of Advertisers have sponsored an ambitious initiative called Marketing 2020, an unprecedented effort to leverage the insights and experience of thousands of the most successful global chief marketing leaders, brand managers, agency heads, and others, across the U.S., Europe, Asia, and Latin...

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