Evolution of the Marketing Organization
Entrée
We live in a world of cause and effect. To leverage generative AI in marketing, we must first remove the organizational barriers that limit returns from AI initiatives. For those barriers to surface, we need to understand the structures and processes they reside in, and how and why they came to be the way they are. So, in this chapter, we will trace the evolution of marketing, the forces that drove it to reach a state that now impedes AI, and how it is changing today. We will also touch upon the principal objective that has governed all this change—one that is now incentivizing us to use generative AI—achieving brand resonance.
Marketing took birth to help organizations sell better. That ...
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