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THE BUSINESS OF BRANDS COLLECTIVE INTELLIGENCE FOR MARKETING TODAY
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Today the business world is more challenging than ever. In a global business environment that is growing
ever more complex, companies are confronted with the need to prove the value of every investment, and
financial pressures require them to cut costs while continuing to grow revenue.
Against this backdrop, marketers are called on to demonstrate the value of what they do as they struggle
with their own distinct set of challenges, which include consumers who are enjoying increased levels of
control over their personal media exposure, societies in which attitudinal trends emerge more quickly, and
an increasingly-fragmented media environment that is reducing opportunities for mass communication.
In addition, retail environments everywhere are changing. In developed markets, we observe both the
growth of discount retailers and the re-emergence of local shopping. In developing markets, the retail trade
is only beginning its inevitable consolidation. Online retailers, unfettered by the geographical and physical
constraints of traditional brick-and-mortar stores, are capable of reaching the needs of a diverse base of
customers who are looking for more personalized offers. New technologies have turned markets such as
travel and music upside down.
NONE
Management
English
2015
1-51
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