From the iMedia Agency Summit keynote "Marketing on the Edge: New Frameworks for a New Era" by Dr. Don Schultz, professor emeritus, Northwestern University and president, Agora, Inc.
Life on the edge means embracing a more scalable, more dynamic model of marketing and communications... and re-thinking most of the age-old assumptions about how marketing and communication work.
In his keynote remarks, Professor Don Schultz describes why marketer control of the systems and processes is over and why agencies must embrace a consumer-driven marketing model. The future marketplace battlefield is "behind the marketing and agency lines," an area that has been almost totally unexplored but one that will dominate consumer marketing in the future.
Bio:
Don Schultz has consulted, lectured and held seminars on integrated marketing communication, marketing, advertising, sales promotion, brands and branding, and communication management in Europe, South America, Asia, the Middle East, Australia and North America. His articles have appeared in numerous professional trade publications and academic journals. Schultz is author/co-author of 17 books and his recent books include "Communicating Globally" and "Raising the Corporate Umbrella." The text, "Integrated Marketing Communications: Putting It Together and Making It Work," which Schultz co-authored, is still the premier text in the field. In addition to the traditional consulting services, Agora, Inc. has joined with other global organizations to provide a complete suite of consulting services. Currently, there are Agora, Inc. partners or affiliated groups in the United Kingdom, Australia, Finland, Mexico, Chile, China and Malaysia.
Special Note: This presentation included a PowerPoint slideshow that is available at the iMedia Agency Summit, December 3-6, 2006 presentation archive. Download it here.
Note: Our podcast theme was written by Derek K. Miller. Visit him online at penmachine.com.
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Speaker(s): Dr. Don Schultz, Professor Emeritus, Northwestern University and President, Agora, Inc.
Format: 00:23:14, 10.8 MB, MP3
