Presentations

How Does Marketing Work on M.A.R.S.?

Neil Morgan, Indiana University

The explosion of digitally enabled data, devices, media, and channels and dramatic shifts in uses and preferences among consumers and customers have radically altered the marketing environment and present enormous challenges for firms. The question is, How does marketing work in a M.A.R.S. (Mobile, Analytics, Real-time, Social) marketing environment? Neil Morgan will discuss a partnership with the Mobile Marketing Association to study the evolution in the marketing organization (structure, process, knowledge, and culture). He will share the results of the first phase of this research involving 80 companies across a range of marketplaces—unpacking the source and nature of the challenges, how they are manifest, and offering a roadmap for how firms can best navigate these challenges.

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