Nestlé marketing boss David Morgan says marketers can't do their jobs properly because they've become bogged down in "process management", coordinating an ever-increasing number of agency relationships.
Evan Ranum's insight:
This is a very interesting article, and I have to agree with what David Morgan is saying on some subjects, like how some marketers "cant do their jobs properly because they've become bogged down in process management", or "unable to address the transformational change." This is understandable as these marketers are used to the old way of marketing, with one channel (physical communication), and this has always worked for them. But I don't agree with him worrying about mobile connectivity, emerging technologies and generational change; these key areas need to be embraced and used as an effcicient tool for marketing, as they are what intergrated marketing is all about. If marketers are unable to do this, then they will fall behind.
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