Too often, the three executive branches of CMO, CEO and CTO claim an overlapping interest in the area of digital experience, leading to a failure to organize efficiently for the new global marketing environment.

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Market Connections International, a small firm in Montclair, New Jersey, pitches "environment-conditioned marketing" to such clients as Colgate-Palmolive, Kraft Foods and Unilever Group.

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Alison Ayres, head of the company's oncology marketing operations, says Pfizer's plan for dealing with the new me-too environment of cancer drugs is to work on important cancer targets wherever the company can manage a lead.

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