From strategic planning to adaptive strategy

Philippe Marmara

When looking at Kotler’s Evolution of Marketing, adaptive marketing strategy really stands out as one of the clear missions for senior management today. It is the next step.

In communication, the goal has evolved from grabbing attention to holding attention.

In sales, understanding the post-promotional paradigm: Research demonstrates today that big promos eventually hurt sales and damage brands.

In business leadership, managing big data and web interaction constantly: There are invaluable sources of information available to help companies become more dynamic and adapt their business proposals rapidly.

Understanding adaptive pricing: the right product, for the right consumer and occasion, in the right place, for the right price. Margins are oxygen; they mostly come from net price management and control of your route-to-market.