Profiting from Proliferation
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
The e-tailer’s secret weapon
General retailers use their expertise in a few core categories to attract customers, but over the Web they must offer more. Enter the on-line category manager.
Content: Article | Authors: Sandeep Dayal, Thomas D. French, Vivek Sankaran | Source: McKinsey Quarterly | Subjects: Industry Specific, IT / Technology / E-Business | Industry: Retail