The new marketing : transforming the corporate future

Malcolm H. B. McDonald · Hugh Wilson

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Marketing and Advertising Strategies Business Strategies and Innovation Digital Innovation in Industries

Abstract

New marketing: drive the digital market or it will drive you Building the future on solid foundations: defining markets and understanding value Planning for market transformation: determining the value proposition Making the future happen: communicating and delivering value Staying on track: monitoring the value delivered Avoiding pitfalls: implementation issues Focusing on tomorrow's customer: future trends and the implications for marketing practice.

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