MANAGING in the

NEW WORLD

Marketing remains the proverbial backbone of businesses. In spite of the new found popularity of digital marketing, traditional methods need to be equally respected and learnt from. Traditional methods laid the foundation for the modern growth story. The methods sought to achieve consistency across its branding towards customers. While certain markets are ideal for digital methods, other demographics are better suited to the traditional approach. In this way separate business channels may be aligned towards common company goal. Quality must never be left to deteriorate. Business innovation must never be carried for the sake of it, instead one musts tick towards what the brand really stands for. A perfect example would be Coca Cola’s innovation with the drink which left customers frustrated and seeking the old taste they were habituated with. The original product created a lasting impact, which is what marketing approaches ultimately must aim at.

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