Our recent research supports Alan Mitchell’s point that it is marketing channels or supply chains that compete, not just individual companies (“Marketers intensify push to control supply chains,” MW August 5).
While a clear market position and brand statement will always be important, what will separate winners from losers will be their ability to determine when, where and how the product or service is made available to the consumer.
Tomorrow’s marketers will need new skills if they are to establish the 21st century’s winning brands.
Perhaps most importantly, the drive and skill to integrate many organisations across company and cultural boundaries, all in the name of the brand experience, will be the mark of the successful strategic marketer.
Appleton Thorn Ltd