Marketing and communication
the new order
Companies are now “open source”: their organizations are not yet adapted.
Advertisers are now confronted to new challenges: answering consumers quickly while sticking to the Brand’s values, thus quickly adapting to new technologies and more flexible MARCOM organizations.
Managing marketing and communication strategies has never been so complex: a collaborative model still needs to be invented.
Brand communication management aims at building ‘platforms’ made of a mix of actions including all types of media and off medias.
Media fragmentation : increase of costs?
The organizational issues often go with an increased pressure on economical/financial performance, companies are increasingly looking for greater productivity from investments in marketing, whilst many senior marketers are seeking strategic advice but often getting executional solutions from their marketing service suppliers.
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Discover our 2 “how to books” published by VUIBERT.