My and colleague Amartya Bhattacharjy led a roundtable discussion today titled, Merging Art and Science in Marketing at #PBLS11, which I’ve tried to distill for you here.
He began with the traditional view of marketing in terms of two types of activities that had their own mindsets:
Brand marketing (mass marketing / not measurable), with the goal to build a brand and establish an emotional connection.
Direct marketing (highly targeted / measurable), with the objective to generate....