The modern multitaskers rely on entirely different channels for communication. They are more comfortable with social media, the web, apps… For them it is key that they get a sense of “one-to-one” marketing communication. This also implies more interactiveness.
To implement fast changes requires new corporate thinking and development of new capabilities: Incrementation listening to the consumer – without an arrogant mind.
It is hard to summarise a book in a few words. Thanks to the European Business Review, Jimmi Rembiszewski who wrote the book with me an I had the opportunity to write this article in the last edition of the European Business Review.
I think the book is a good reading but – it’s not up to me to make a final judgement. Only you, the readers, can tell.