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The Connected Consumer by Dinesh Kumar

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CHAPTER 4

The Connected Company

Mary would smile if she knew that sheand her generationwas forcing companies to redefine marketing and reinvent their business models. Learning from consumer habits, companies are integrating channels and have to get rid of the back-office mentality. Every single system has to be focused on the customer. Even organizational cultures are changing.

If consumers are changing, can companies continue to do business as usual?

Today’s consumers pose a great threat to traditional companies, or at least those who do not change with the times. Slowly, as companies evolve and find new ways to engage customers, they too must become connected companies. This chapter finds how companies are changing due to a tidal wave of ...

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