Challenges, Changes, and Shifts
Technology has advanced significantly since the 20th century, and now, we are quite likely on the cusp of the fourth industrial revolution that will impact all areas of our lives, including business. Whereas we saw steam in the first industrial revolution, electricity in the second, silicon in the third, we will see digital technology and data entwined in everything during this fourth industrial revolution.
In this digital age, with the customer at the helm, marketers have their work cut out for them. Building brands in this digital era with distracted and empowered customers, necessitates a shift from company centric brand management to one that is more customer obsessed and one that creates an ...
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