Change Ahead

Carlos Hidalgo

Chapter Chapter 13 in Driving Demand, 2015, pp 171-182 from Palgrave Macmillan

Abstract: Abstract For all of the turmoil and change B2B marketing has seen for a number of years now, there is still more to come. Forrester surveyed 117 marketing executives and 96 percent of them either agreed or strongly agreed that “The pace of change in technology and marketing will continue to accelerate.”1 In essence, we are still in the early stages of what lies ahead in this age of modern marketing.

Keywords: Potential Buyer; Governance Level; Qualified Lead; Demand Generation; Marketing Organization (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-52680-9_13

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DOI: 10.1057/9781137526809_13

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