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George S. Day, Professor of Marketing at Wharton Business School, identifies interplay of three transformative driving-forces to manage marketing activities in the digital age. Firstly, the impact of digital technologies, secondly, the changing role of the Chief Marketing Officer (CMO) and thirdly, emerging organizational design. With these forces of change the marketing perspective transforms, instead of start building a marketing strategy to hit selected target groups, the marketer in the business environment of big data and customer analytics has to start with understanding and connecting with customers. Such an organisation requires flattening network structure that work with cross-functional activities and openness. Furthermore, the general marketing strategy is to empower adaptable capabilities, in order to stay connected and build new connections with the customers. Source: Open Mind