GE reinvents its marketing: Fast, creative, unexpected

This event report outlines General Electric's approach to marketing as it becomes a "digital industrial" company which is focused on connecting large industrial goods to the internet.

GE reinvents its marketing: Fast, creative, unexpected

Stephen Whiteside Warc

"We have completely pivoted," Linda Boff, General Electric's chief marketing officer, told delegates at the Association of National Advertisers' (ANA) 2015 Masters of Marketin

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