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The Importance of Agility in Marketing Channel Decisions

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Uploaded by on Oct 27, 2010

To succeed and stay relevant in today's dynamic and fractured marketing landscape, marketers must do more than just change their marketing mix—they must be able to adapt both their messages and marketing channels very quickly, Monitor partner Steven Goldbach explains. Marketers should keep in mind the concept of the OODA loop—observe, orient, decide, act—to quickly decide which marketing channels to use and how to use them effectively.

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