The culture of “big” — big budgets, big campaigns, big reports — has driven marketing decisions and budgets for decades. But “big” is often cumbersome and slow. In an age when consumers decide within seconds whether or not to abandon a web site, big marketers need to act more like agile startups, maneuvering and adapting in real-time. We’ve seen large companies adopt a startup mindset and cut campaign development times by 50%.
Four Ways to Market Like a Startup
Don’t get bogged down by a culture of “big.”
March 22, 2013
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New!
HBR Learning
Marketing Essentials Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Marketing Essentials. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to communicate with your customers—strategically.