With companies under relentless pressure to grow earning, executive scan turn to marketing to address the challenge. But to unlock the full potential, marketing needs to be more
tightly integrated into the main strategies, functions, and processes of the business.
Profiting from Proliferation
An explosion of new customer segments, sales and service channels, media, and brands is challenging marketers to reinvent themselves so they can simultaneously prioritize
opportunity in a more sophisticated way and increase the consistency an coordinator of their marketing execution.
Transforming Sales an Service
Incumbents can serve the whole market - without getting stuck in the middle.
Boosting Returns o Marketing Investment
Rules of thumb from the 1960s and 70s are losing their effectiveness. A more rigorous approach is required one that treats marketing expenditures as investments.