This article provides an overview of Profiting from Proliferation, a new book by The McKinsey Quarterly on how companies should respond to the challenges posed by rising complexity in today’s marketing environment—which is characterized by increasingly fragmented customer segments, the declining effectiveness of traditional media, and a constantly expanding number of distribution touchpoints. The contents of the entire book are available for download.
Content: Article | Authors: David C. Court, Riiber Knudsen, Thomas D. French | Source: McKinsey Quarterly | Subjects: Management, Marketing / Sales
Marketers aiming for strong returns should start seeing themselves as investment managers for their marketing budgets. That may be more difficult and time consuming than relying solely on old rules of thumb or new analytic approaches, but it is the only answer in today’s marketing environment.
Content: Article | Authors: David C. Court, Jesko Perrey, Jonathan W. Gordon | Source: McKinsey Quarterly | Subject: Marketing / Sales