Further Reading
Deepen your knowledge with carefully selected resources.
Description: Perspective on different marketing orientations and the development of disruptive marketing
8.2: Haven, B. (2007) ‘New research on engagement’, Brian Haven’s Blog (Forrester). Available at: http://blogs.forrester.com/brian_haven/07-08-13-new_research_engagement.
Description: Background to the 5Is framework
Description: Comprehensive review of the different aspects of marketing that considers marketing capabilities, from managers to employees as well as metrics and training
Description: This article discusses five categories of market failure in the context of marketing systems, a useful background to conducting a digital marketing audit