(Episode 499; 18 minutes 29) New media channels are nothing more than other ways of communicating with customers, although the difference is that now it's easier for them to talk back. Yet research and communications are fundamental aspects of marketing, so is it really a shift in the way we do things?
On today's BTalk I ask Ruth Stevens, a Professor of Marketing at Columbia University, how the discipline is changing, for both B2C and B2B practitioners. For example, how is the buying process changing? How are the boundaries of marketing shifting? How do we measure the RoI on these new forms of communication?