In 2020, your total corporate structure will be as important to marketing success as the marketing itself. In fact, out of the traditional "4 Ps" of marketing — Product, Price, Place and Promotion — most marketing departments only control one to two of those essential elements. Here, Yoram "Jerry" Wind, marketing professor at The Wharton School of the University of Pennsylvania and head of its SEI Center business think tank, discusses the findings from their new book, Beyond Advertising: Creating Value through All Customer Touchpoints. One important takeaway is that corporations need to take a wider, more orchestrated approach to their customer and business management ... and he says most CMOs aren't up to that task.

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