Chapter 16. Opening Measures

During this transitional period from closed to open, the web has become a bona fide brand-building channel in addition to a direct response vehicle. It has unleashed an extensive world of consumer engagement before an industry long focused simply on achieving consumer exposure to ads, all of which has prompted marketers to speak of relationship-building as the new imperative, not just “telling and selling,” in the words of P&G’s Global CMO Jim Stengel.

Opening Measures

It has sprouted enough winding peer-to-peer or consumer-to-third-party paths to purchase to have rendered the traditional brand-controlled marketing funnel a relic. A marketing ...

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