Its all about dealing with change Most organizations should have processes and plans in place to prepare for changes, to
capitalize on
any opportunities and make precautions for threats.
We believe marketing will have to totally change. When we
say companies must move from interruptive advertising to engagement marketing, we do not mean
that it is one campaign. It is the whole business, a change to the very fundamental way a
company's
marketing is planned and executed.

Engagement marketing when fully embraced is a radical thought,
and bringing about that kind of change will invoke resistance in all parts of the
organization.
From established marketing managers, advertising and product management personnel and branding executives - to the outside partners and suppliers.
Below are articles written by:
Keith Thorn
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