Marketing's Superpower - The 180 degree Perspective

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Today's marketers are caught up in digital tactics that keep them busy but ineffective. The explosion in digital channels that provide opportunities to communicate are a distraction to the real value strategic marketers provide to organizations - customer insight. Mark Ritson, a well-known marketing professor recently reminded us of the value of market orientation. In simple terms the idea is that marketers must bring the perspective of customers and infuse that into organizational strategy and tactics. This requires a 180-degree shift in viewpoint, a look back at the organization from the point of view of customers!


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