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Profiting from proliferation
Marketers are struggling to keep up with an explosion of new customer segments, sales and service channels, media, marketing approaches, products, and brands.Many have responded to fragmenting opportunities by bolting on new brands, channels, and marketing programs, but doing so increases costs and complexity while reducing organizational agility.To deal with proliferation companies must instead become more sophisticated at prioritizing opportunities and allocating resources while increasing the consistency and coordination of their marketing execution.The need for profound changes in marketing strategy and execution also calls for new roles, responsibilities, processes, and capabilities inside the marketing organization.
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© 1992-2003 McKinsey & Company, Inc
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