McKinsey Classics: The changing face of marketing

The changing face of marketing

In 1966, McKinsey Quarterly published an article, on the future of marketing, that appears surprisingly prescient today. The author describes the emergence of consumer behavior that today underpins many social-networking services, how data will increasingly drive decision making, and the development of globally integrated marketing strategies.

For a glimpse into today’s marketing world—written almost five decades ago—read this classic piece, one of a collection of articles we are posting this year to celebrate the Quarterly’s 50th anniversary. more

Did you miss the previous McKinsey Classics?

Can strategic planning pay off?

In 1993, when IBM was in trouble and Lou Gerstner stepped in to steer the ship, he famously said, “The last thing IBM needs right now is a vision.” Twenty years earlier, in a 1973 McKinsey Quarterly article, Gerstner brought this same pragmatic insight to the topic of strategic planning, urging executives to avoid the false comfort of vague forecasts and instead execute well-grounded strategic decisions. more

McKinsey Classics | July 2014

The changing face of marketing

Related reading

Digitizing the consumer decision journey June 2014

The three Cs of customer satisfaction: Consistency, consistency, consistency March 2014

Views from the front lines of the data-analytics revolution March 2014

Better branding November 2013

Did you miss the previous McKinsey Classics?

Can strategic planning pay off?

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