oa Journal of Marketing - Newly wired - boldly empowered : and we're off...

Volume 2012, Issue 12
  • ISSN : 1811-9565



As 2012 approaches, what are the four main challenges facing senior marketing executives not only here but around the world? A new study from IBM called 'From Stretched to Strengthened - Insights from the Global Chief Marketing Officer Study' puts it succinctly:

  • the explosion of data
  • the growing influence of social media
  • the proliferation of channels and devices
  • shifting consumer demographics

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