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
Authors: David C. Court, Riiber Knudsen, Thomas D. French
Source: McKinsey Quarterly
Subjects: Management, Marketing / Sales
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