With the right set of tools you can think globally, act locally.(Viewpoint)(Global Works service marketing communications consultancies)(Viewpoint essay)

Advertising Age, October, 2006 by Rothenberg, Randall

Byline: Randall Rothenberg

One traditional definition of marketing is that it's the function charged with communicating a firm's brand promise and product benefits to the outside world. But as markets grow more fragmented and as businesses grow more complex, the role of marketing is undergoing an under-the-radar transformation. It's becoming the function responsible for managing the firm's intellectual assets.

For evidence, look to a small New York company named Globalworks. It calls itself an advertising agency. But it's really in the dashboard business.

In the hands of Globalworks and other advanced marketing-services companies (Visible World is another), the dashboard is a mechanism for marketing management. As most communications content...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.