How we see it: Three senior executives on the future of marketing
What challenges are facing marketing today and tomorrow?
Author(s): Luke Collins, Tom French, Paul Magill
Publisher: McKinsey Quarterly
Date of publication: 2011
Summary
In this dense article, three personalities—Steve Ridgway, CEO of Virgin Atlantic Airways, John Hayes, marketing director of American Express and Duncan Watts, social science researcher—share their insights on the main challenges faced by marketing today. They notably tackle the necessity to adapt to the development of online comparison and discussion tools, as well as the opportunities created thereby.
Synopsis
This article is one of the sources used in Manageris’ synopses:
