Beyond brand management - the anatomy of the 21st-century marketing professional

This paper argues that the traditional training, expertise and career paths of marketing professionals have become obsolete, and that the massive changes in technology and society demand a new model.

Beyond brand management – the anatomy of the 21st-century marketing professional

Richard RawlinsonBooz Allen Hamilton, London

In the 1920s, the Radio Corporation of America invented the broadcast network, a mass communications medium as broad in scope and...