Chapter 13 Disruption and Creating Value
Creating Value in a Disrupted Marketplace
Adapted from Speech at Fore International Marketing Conference – 2021, November 26–27, 2021.
The purpose of my talk is to make marketers go back to creating value and have less focus on functional subjects like promotion, brand, and communications. These are all things they have to do. You have to go beyond these. Creating Value will disrupt your marketing thinking and help you be a disruptor in the marketplace.
This section will discuss creating disruption using a value creation mindset, and also how you can win in a disrupted marketplace, using Mahajan’s 8As of Value Creation, which I will discuss later.
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