Marketing models change

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

WARC, 3/11/11

NEW YORK: Many major brand owners are seeking to adapt their marketing structures, in reflection of the changing consumer and media climate.

Research firm Forrester surveyed 100 senior communications executives in the US, and found 75% of this panel intend to recalibrate existing models during 2011.

“It’s almost like a reality check went off within marketing leadership, where they realised they can’t be the brand of the future through yesterday’s organisation,” Chris Stutzman, a principal analyst at Forrester, told Marketing Week.

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