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John Deighton Featured in Marketing Management

In the spring 2012 issue of Marketing Management, editor Gordon Wyner interviews MSI Executive Director John Deighton, Harvard Business School. Deighton discusses the publishing “revolution” and digital-age models like Demand Media and Cheezburger.com, and asks whether software engineers are taking over marketing’s role of shaping the customer experience. “By the time that marketing gets its hands on an iPad, a search engine, an operating system or a social network, engineers have already made most of the marketing decisions,” he says. “It take a personality like Apple’s Steve Jobs to get the customer into the design process at the front.”

MSI is providing free access to the full article until June 14, 2012 by arrangement with the American Marketing Association.