Studying the impact of innovation on business and society

Tag: american marketing association

It’s not the End of Retail, It’s the End of Retail As We Know It

It’s not the End of Retail, It’s the End of Retail As We Know It

Retail, like every industry, faces digital Darwinism as technology and markets evolve and disrupt. This isn’t new. But what is clear, executives are not prioritizing bold strategies and investments that save them from their “Kodak Moment,” that moment when consumer behaviors and values evolve beyond brand recognition. If you read about the state of retail today, you’ll see dramatic descriptors such as “apocalypse,” “the end…,” “dying,” you get the picture. While doom and gloom and disruption is inherent in every…

True Customer Centricity Requires the Merging of Marketing and IT

True Customer Centricity Requires the Merging of Marketing and IT

  Guest post by Robert Tas (@TasRobert), SVP and CMO of Pegasystems. You see the headlines everywhere – 2016 will be the year of customer experience; marketers need to make customer experience count; millennials demand an authentic customer experience. The bottom line is the stakes have never been higher in today’s modern, connected world. Every second of the business-to-customer interaction represents a key moment of opportunity and truth, each step carrying the potential to make or break that relationship, and…

Exploring the Fifth and Sixth P of Marketing

Exploring the Fifth and Sixth P of Marketing

For years I’ve written about how the 4 Ps of Marketing, Product, Place, Pricing, and Promotion represented a dated perspective of customers and markets. In an era of connected consumerism, one could argue the merits of any of “Ps” and whether or not they’re still relevant. I suppose that’s a debate for another time. Instead, I’d like to introduce of two additional Ps that will propel a decades old concept and modernize it for a social economy. Truth be told,…

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