Marketing communication innovation
Today's marketers face a challenging media/communication environment. Much has been written about these challenges in terms of media fragmentation, declining audiences, emerging media, consumer avoidance of advertising, and so on. But, to date, there has been little guidance on how marketers can best face up to these challenges.
To be fair, marketers have not been sitting on the sidelines in the current uncertain marketing communication environment. There are signs of adaptation to this new reality, with marketers experimenting with new/emerging media or new ways of communicating with consumers. However, many of the learning initiatives seem...