Magazine article Marketing

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Magazine article Marketing

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Article excerpt

Wake up! The millennium is almost upon us and the players of the future will be those who know how to 'do business' in the future.

When I say 'do business', I don't just mean e-commerce, or consultancy, orintegration. The success stories of 2000 will be based on a wider understanding that encompasses strategic capability with commercial nous, which obviously means understanding the potential of the web. But research is also important, as well as the benefits of consultancy and the necessity of operations and distribution.

The bottom line is how to grow in a commercially efficient and market-effective manner that fully accommodates an organisation's moral and environmental principles. These days, the agency skills pool has grown to accommodate a wealth of new ideas and skill sets, all with an underlying appreciation of these principles.

In one sense, it's a tall order for tomorrow's players to meet. On the other hand, the focus is now back on what matters, both to organisations and individuals. …

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