Introduction
The world of marketing is transforming at an ever-increasing rate. There are new disruptive innovations, tools, techniques and platforms coming into the market on an almost daily basis in a bid to grab, excite and engage customers. This is compounded by the fact that what we are witnessing is an intense and prolonged period categorised as being volatile, uncertain, complex and ambiguous (VUCA for short), or put simply in the words of Salman Rushdie: “We are living in the age of anything can happen.”1
So with this level of change firmly upon us, it begs the question: What are you doing to keep yourself and your organisation at the ...
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