The view from the top

Cuddeford, Morag
March 2006
Brand Strategy;Mar2006, Issue 200, p25
Trade Publication
The article focuses on consumer and brand marketing trends that have been identified by several strategic experts. David Aaker, vice chairman of marketing consultancy Prophet, claims that the challenge for businesses is to turn innovation into sustainable advantage. Experts have agreed that the Internet and other digital media such as mobile phones will continue to play a central role in consumers' lives. INSET: Meet the gurus.


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