Changes to Marketing Ecosystem and Organization

Arvind Sathi

Chapter 7 in Engaging Customers Using Big Data, 2014, pp 159-181 from Palgrave Macmillan

Abstract: Abstract We discussed three propositions in chapters 3, 4, and 5. These propositions, respectively, have major implications for marketing ecosystems and organizations. How do these propositions reshape the marketing community as we have known it in the past? Do they shrink the marketing organization or expand it? How do they reshape the departments, the agencies that marketers deal with, and the skills cultivated by these organizations over the past decades?

Keywords: Business Intelligence; Engage Customer; Marketing Department; Marketing Organization; Marketing Function (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-38619-9_7

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DOI: 10.1057/9781137386199_7

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