How we see it: Three senior executives on the future of marketing

How we see it: Three senior executives on the future of marketing

What challenges are facing marketing today and tomorrow?

Auteur(s) : Luke Collins, Tom French, Paul Magill

Éditeur : McKinsey Quarterly

Date de parution : 2011

Read this article on the publisher's website [McKinsey]

Résumé

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.