Marketing in Transition [»»McKinsey, New York]
Frank Kalder
»» GLOBAL HAPLIFNET [http://haplifnet.blogspot.com] - Blogger™
About issue #3 [*]
Strategic planning • Al Gore interview • US current account •
Corporate outperformance • India consumers • Lean beyond manufacturing
Articles on ‘Marketing in Transition’
- editorial excerpts (min. red. mod) -
(1) Referring to a conversation with Carlsberg, Nokia, Wal-Mart, and
Yahoo:
Each has something unique to say about how the forces of marketing
proliferation have been playing out in their industries and how they
are responding. All are thinking about not just the strategy and
tactics needed to succeed today but also the capabilities their
organizations need to thrive.
(2) David Court offers some thoughts on "evolving" roles of marketing
and the chief marketing officers (CMO). ... In particular, he suggests
that the marketing and the CMO need to play a broader role than their
historic one of managing brands, advertising, market research, an the
like. He also offers some practical suggestions for CEOs hoping their
CMOs navigate this transition.
Taken together, these articles represent insiders’ views both of where
marketing is today and of where it is headed. They are recommended as
essential reading for senior executive confronting the forces of
marketing proliferation.
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* The McKinsey Quarterly, 2007 Number 3 (112 pages)
Supplementary information: http://www.mckinseyquarterly.com/home.aspx
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