What is the next big idea to change the face of marketing? Marketing is all about meeting the needs and wants of the customer. While this statement remains a fundamental truth, the reality is that the focus and direction of marketing activities has always changed with the times, the socio-political climate, and the prevalent culture.
The content of this book was developed on the premise that revolutionary innovations begin with an idea that addresses a challenge, or a set of challenges, that we face today. It focuses on high-level concepts that can be filtered down to accelerate and enhance the use of tools, tactics, and strategies that drive results. These pages show you how some of marketing's brightest stars seek to define the next big idea that will change the face of the industry. You will also gain insight into the role of dynamic marketing professionals who contribute to bringing these ideas to life.

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