Harvard Business Review

MAY 25, 2018

The term “frictionless commerce” is widely used to describe how digital technologies are blending product purchases seamlessly into consumers’ daily lives. Influence vs. Affluence. We see peer influence as a growing force in determining where consumers spend money and what attracts them to brands.

Disintermediation 8

Disintermediation Mass Marketing Retail Brand 8

Harvard Business Review

OCTOBER 3, 2018

” The email contained a link to a 2017 article one of us wrote for HBR, and suggested the CMO read it before their meeting. ” Like many of the CMOs described in the 2017 article, she was initially hired to focus on downstream commercialization roles, such as overseeing advertising.

CFO 8

CFO CEO Agility Marketing 8

Harvard Business Review

MARCH 22, 2017

As a result of this integrated, agile approach, the company easily hit some early 2017 revenue targets with conversion rates that are four times what is traditionally seen in the industry. The changes happening in consumer behavior, technology, and media are redefining the nature of creativity in marketing.

Creativity 11

Creativity Marketing Agility Budgeting 11