George Day, Professor of Marketing at The Wharton School, shares his insights on what makes marketers successful in the digital environment. He defines success as simply doing better than competitors, and that even the most innovative companies will never be able to feel comfortable in such a rapidly changing environment. He also outlines three key components to standing out in an adaptive market: mastering vigilant marketing, market experimentation, and developing relational capabilities.
“This is an exciting time. I think the difference between the winners and the "also-rans" is only going to get larger, because there's only a limited pool who really have the necessary skills.“
- George Day
- Published July 2011