Book

The future of marketing : what every executive need to know

---

The McKinsey Quarterly is the business journal of McKinsey & Company. Our goal is to offer new ways of thinking about management in the private, public, and nonprofit sectors. We aim to help business people run their organizations more productively, more competitively, and more creatively.
Quarterlyarticles, written by McKinsey consultants, offer practical ideas based on the firm's experience with the world's largest companies and on proprietary research and close ties to academic institutions.

The future of marketing
Marketers are on the leading edge of the trend toward more openness as social media and other forms of digital engagement grow in importance. In this third McKinsey Quarterly issue of 2011, we discuss the implications of a world where marketing takes place continuously and across the organization as companies engage with customers across more and more touch points. Accompanying this thinking is commentary from a trio of practitioner--American Express chief marketing officer John Hayes, Virgin Atlantic Airways CEO Steve Ridgway, and Duncan Watts, director of the Yahoo! Research Human Social Dynamics group.
Also in this issue, professor Pankaj Ghemawat shows how executives can shake up their thinking, identify hidden opportunities, and spot threats by looking at rooted maps that require looking at the world from the perspective of a particular country, industry, or company. Sebastian Piñera, president of Chile, discusses with McKinsey global managing director, Dominic Barton, his businesslike approach to rejuvenating his country after the earthquake. Behavioral scientist Richard Thaler shares his insights on nudging the world toward smarter public policy, and how companies can use ever-more-transparent public and private data to their advantage. Experts from McKinsey's High Tech practice emphasize how every business's mobile strategy will grow in importance as HTML5 becomes the new Web standard. And in a special report, selected excerpts from McKinsey s recent book Reimagining Japan: The Quest for a Future That Works shed light on the road ahead for companies in the world s third-largest economy.
Other topics in this issue include the "globalization penalties" some companies pay, the right way to pay back shareholders, consumers' evolving digital behavior, the reasons regulatory strategies sometimes fail, how big acquisitions pay off, how organizations should prepare for growth, and whether to centralize corporate functions.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

LC 658.81 QUA f

Penerbit

New York : McKinsey & Company., 2011

Deskripsi Fisik

120 p.; 26 cm

Bahasa

English

ISBN/ISSN

978-098-292-6000

Klasifikasi

658.81

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

online resource

Edisi

-

Subjek

Marketing

Info Detail Spesifik

-

Pernyataan Tanggungjawab

McKinsey Quarterly

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar