‘Change is a constant’, a mantra that is constantly bandied around the marketing industry.
When marketing leaders discuss organisational change they offer exciting and insightful suggestions to shake up inertia and unlock potential within businesses. However, while the descriptors “agile”, “nimble”, “people-centric” and “dynamic” are often discussed in terms of cultural change and structure, the evolving nature of the marketing discipline itself is rarely touched upon.
If it is, it’s approached very tentatively – almost as if no-one wants to look too closely at the marketing model that has served companies and marketers so well until relatively recently.
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