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

Richard Rawlinson

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...

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