Change is the dominant fact of life in every business today. And the ability to master and exploit change has become one of the most sought-after management skills. This is particularly true in marketing, where the very tempo of change is constantly quickening.
Today’s chief executive faces a baffling dilemma. Change gets costlier every day; yet not changing can be costlier still. And even while adapting to change, a company’s marketing effort must reflect an internal constancy of purpose and an external consistency of image.
To read the original article: The changing face of marketing | McKinsey & Company
