strategy and business

THRIVING IN A COMPLEX AND EXPANDING ECOSYSTEM

Thales S. Teixeira, Unlocking the Customer Value Chain: How Decoupling Drives Consumer Disruption (with Greg Piechota; Currency, 2019)

A TOP SHELF PICK

P.V. Kannan, The Age of Intent: Using Artificial Intelligence to Deliver a Superior Customer Experience (with Josh Bernoff; Amplify, 2019)

Bruno Gralpois, Agency Mania: Harnessing the Madness of Client/Agency Relationships for High-Impact Results (2nd ed.) (Beaufort Books, 2019)

With each passing year, the universe of marketing and sales continues to expand. Fueled by technology, constant connectivity, and rapidly evolving consumer behavior, the scope of activities and competencies that fall under this category grows. This year’s three best business books on marketing come from three radically different parts of the ecosystem — and each reimagines a core function while expanding the boundaries of the discipline. Whether they are suggesting new ways to consider the customer experience, providing a realistic look at the immense potential of artificial intelligence, or delving into the still-powerful role of agencies, this year’s books bring focus to an industry that increasingly defies easy definition.

In this age of revolutionary change, many of us are seeking a Grand Theory of Everything, something that explains phenomena as seemingly disparate as ride-sharing services, meal-prep kits, and streamed entertainment. Each of these is a new industry, thriving within a much larger industry. Each would have sounded outlandish 15 years ago. But they have all gained traction, and have

Anda sedang membaca pratinjau, daftarlah untuk membaca selengkapnya.

Lainnya dari strategy and business

strategy and business2 mnt membaca
The Three Ts Of Handling Consumer Data
When consumers get to the cash register or checkout screen, they are increasingly asked to disclose personal information. Studies show that even people who harbor privacy concerns are willing to provide personal details to a company. Indeed, most con
strategy and business8 mnt membaca
Business Could Steer India And The World Out Of Troubled Waters
Having grown up in India, I remember how monsoons brought relief from scorching heat and produced lush greenery and lots of bugs. But as a visitor to India last August, I saw water scarcity woven into the fabric of day-to-day life and puzzled over th
strategy and business7 mnt membaca
Creating An Agile Mind-set At PepsiCo
It appeared to be a routine day at the cookie factory in Mar del Plata, Argentina — a facility operated by PepsiCo Central and South America (CASA). Freshly baked treats were continually transferred from an enormous industrial oven onto an assembly l