The Ultimate Marketing Machine
by Marc de Swaan Arons, Frank van den Driest, and Keith Weed
IN THE PAST DECADE, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly. Tools and strategies that were cutting-edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day.
Yet in most companies the organizational structure of the marketing function hasn’t changed since the practice of brand management emerged, more than 40 years ago. Hidebound hierarchies from another era are still commonplace.
Marketers understand that their organizations need an overhaul, and many chief ...
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