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Marketing Matters Live!
On-location Broadcast
from the American Marketing Association’s Mplanet 2006

Doing more despite more of everything: A discussion on Pervasive Proliferation with Tom French, Senior Partner, McKinsey & Company

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Tom French, Senior Partner with McKinsey & Company, explains how proliferation -- in an array of market forces and trends – poses new problems for marketers, then suggests strategies for minimizing those problems. Learn:

  • what marketers can do to cope with rapid growth in the number of product and service offerings, market segments, communication media, and distribution channels
  • Why marketers should watch for “organizational paralysis” related to growing complexity, and how they can help prevent it
  • How to incorporate testing, risk management, and timing in order to maximize ROI from new opportunities and stay competitive without spending too much time on the “bleeding edge.”

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