Technology Planning and Analysis

Strategic Brand Development “n.0”: How Digital Transition Challenges Marketing as a Strategic Management Function

Provided by Citrix

Category Technology Planning and Analysis

Type White Paper

Length 20

Publish Date April 17 2015

Date posted December 16 2015

Overview

Not adapting to change means the annihilation of one’s own business model and the irrelevance of one’s own brand. Innovative businesses currently find themselves in a re-building phase that requires a radically new way of thinking. This white paper looks at the role of marketing as a strategic management function and its role in digital transformation.

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