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The Italian writer Giuseppe Tomasi di Lampedusa wrote, “If you want things to stay as they are, things will have to change.” Nowhere is this truer than in the field of marketing, where we have probably seen more change in the past five years than the previous 50.

The increasing sophistication of consumers, new behavior-altering technologies, channel growth, media fragmentation, and the speed of transactions and innovations, among other factors, have all combined to challenge marketers regardless of industry, size or geography.

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