The explosive growth of mobile device usage and proliferation of applications presents a new, dynamic landscape for prestige marketing and commerce.
The strategies, tools, rules of engagement, and metrics present marketing and digital professionals with a series of challenges that are best distilled into one question: "What do I do now?"
Bio
Scott Galloway
Scott is the founder of L2, a think tank for digital innovation, and clinical professor of marketing at the NYU Stern School of Business where he teaches brand strategy and digital marketing. Scott is also the founder of Firebrand Partners, an operational activist firm that has invested over $1 billion in U.S. consumer and media companies.
In 1997, he founded Red Envelope, an Internet-based consumer gift retailer (2007 revs, $100mm). In 1992, Scott founded Prophet, a brand strategy consultancy that employs over 250 professionals in the United States, Europe, and Asia. Scott was elected to the World Economic Forum's "Global Leaders of Tomorrow," which recognizes 100 individuals under age 40 "whose accomplishments have had impact on a global level." Scott has served on the board of directors of Eddie Bauer, The New York Times Company, Gateway Computer, and Berkeley's Haas School of Business.
Wireless telephone that permits telecommunication within a defined area that may include hundreds of square miles, using radio waves in the 800–900 megahertz (MHz) band. To implement a cell-phone system, a geographic area is broken into smaller areas, or cells, usually mapped as uniform hexagrams but in fact overlapping and irregularly shaped. Each cell is equipped with a low-powered radio transmitter and receiver that permit propagation of signals among cell-phone users.
Activities that direct the flow of goods and services from producers to consumers. In advanced industrial economies, marketing considerations play a major role in determining corporate policy. Once primarily concerned with increasing sales through advertising and other promotional techniques, corporate marketing departments now focus on credit policies (seecredit), product development, customer support, distribution, and corporate communications. Marketers may look for outlets through which to sell the company's products, including retail stores, direct-mail marketing, and wholesaling. They may make psychological and demographic studies of a potential market, experiment with various marketing strategies, and conduct informal interviews with target audiences. Marketing is used both to increase sales of an existing product and to introduce new products. See alsomerchandising.
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