oa Journal of Marketing - Future-proof your brand in a rapidly changing, growth-focused world
We have now left the age of optimism and are entering the age of anxiety. The global free market ideal has changed, as markets recover from the impact of the great recession and seek stability. As a result, new agendas are being formed which will either be based on a 'half-full' or 'half-empty' outlook. As an industry, we need to be equipped to respond to and succeed in both of the above scenarios. This will allow us to 'future-proof' our brands and ensure that they keep up with the changes.
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