Chapter 1. Open Your Mind to the New Marketing
• How can the new marketing capability help companies increase their top-line growth?
• What key factors are sustaining the new marketing capabilities you need, and how do you get them?
• Can some simple principles guide your transformation to the New Marketing?
When we visit corporate executives, whatever business they are in and whatever geography they inhabit, their number one priority is always the same: “How do we generate growth, how do we sustain growth, and how do we achieve the culture of growth?” The problems of the supply side are largely solved. Supply has its processes, its software, and its metrics of efficiency. Today’s focus is the demand side. The financial markets, the board of ...
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