The word modern marketing can arouse several notions. Commonly, it could be equated with digital marketing. But to get the most accurate picture, it has to be understood as something that can harness the full potential of a product, brand or company to scale the heights. It needs both updated capabilities, as well as enablers. One of the key enablers involves the agency and talent management systems followed. Another is about the data and technology used. The organization design and culture is another. Then we also have the agile working methods. Among capabilities, it is strategy and insights that truly stand out. It also includes creativity and content. Product and pricing is another. Then there is customer experience and personalization. Quantifying the returns on marketing is equally important, as are the media and channels used for the purpose.


Uploaded Date:11 March 2020

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