George S. Day

Closing the marketing capabilities gap

Written by Dicitas

George S. Day (Wharton University) wrote an important article on the marketing performance gap. In this article George argues that marketers are being challenged by a deluge of data that is well beyond the capacity of their organizations to comprehend and use. Their strategies are not keeping up with the disruptive effects of technology-empowered customers; the proliferation of media, channel, and customer contact points; or the possibilities for micro segmentation. Closing the widening gap between the accelerating complexity of their markets and the limited ability of their organizations to respond demands new thinking about marketing capabilities.

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6 jun
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