The Marketing Society Forum: Are Marketers Keeping Pace with Changing Consumer Preferences?
A report from Fujitsu has questioned Britain's ability to adapt and remain competitive.
YES - Mark Trinder, Sales director, commercial and online, ITV
Marketing departments are now more fleet of foot and flexible than they have ever been. The brands that do not adapt quickly enough simply do not survive.
Lifestyle, technology and economic considerations have had a big impact on consumer preferences. However, there are many examples of successful adaptations or entrants. Look at the discount airline operators (easyJet, Ryanair), financial services (Metro Bank, Barclays' Ping, Wonga) - the list goes on.
Established and major brands protect …
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Publication information: Article title: The Marketing Society Forum: Are Marketers Keeping Pace with Changing Consumer Preferences?. Contributors: Not available. Magazine title: Marketing. Publication date: May 30, 2012. Page number: 15. © 2003 Haymarket Business Publications Ltd. COPYRIGHT 2012 Gale Group.
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