Marketing Transformation
Jon Miller and Jackie HorowitzE.piphany's
Marketing is undergoing a fundamental transformation. This revolution is driven by a number of factors: increased consumer resistance to traditional marketing methods, the proliferation of communication channels, and ever-changing legal constraints. In response, leading consumer-oriented companies are dramatically adjusting their marketing mix to take better advantage of less traditional – but ultimately more effective – consumer interaction channels. They are also evolving the role the department plays in the enterprise, recognizing that marketing can help make every interaction more intelligent. As a result, these companies will be able to deliver...