Chapter 3. Building Blocks of the New Marketing Capability
• Are you generating true, valuable insights?
• Are you generating insights that are good for innovation?
• How do you make insights generation a systemic capability?
• Are you fully utilizing the experience and creativity of every function to generate insights for innovation?
• How do you apply insights to create successful innovations?
• What’s your speed of innovation, and how does it compare to that of the competition?
• What factors can you track and measure to monitor innovation?
The new marketing model is focused on driving growth. This capability has two basic building blocks: innovation and delivering that innovation to customers via branded solutions and experiences. This chapter ...
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