Organizing for Growth in a Digital Age
According to Millward Brown Vermeer, re-engineering an organization's operating model for marketing in a digital age requires a holistic approach across structure, people, process, and tools. Whether a marketer chooses to tackle the entire operating model at once, or implement practical initiatives across people, structure, process, and tools, one-by-one, as long as a company takes the holistic perspective, they'll be ahead of the game.
In today's digital world, what marketers do has changed almost beyond recognition; the tactics used to drive brand awareness, interest, and loyalty are completely different from the marketing mix of just a few years ago. But interestingly, how the marketing function is organized has not changed much since the discipline of brand management was first developed over fifty years ago.
(Please download the full PDF of this article at the link to the right.)
Source
"Organizing for Growth in a Digital Age." The Internationalist. Number 75, 2015.