Marketing is the least efficient process in business today, and still it's vitally important. Yet within marketing, there is a business process that can be simplified and streamlined: We call it the idea-to-demand chain. This article presents a comprehensive framework for auditing and transforming the idea-to-demand chain as the basis for long-term marketing efficiency. It represents a manifesto for a new, leaner, faster and better marketing that is fit for the 21st century.
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