Beyond operational and campaign spending, variables such as geographical structures, workforce development and the basic departmental dependencies at work in your company will also play a role in how your marketing plans should be designed and implemented.
In that context, your decision on whether or not to participate in the social revolution could very well determine the roleyour company plays in the ongoing cycle of creative destruction: willyour company be among those that have the insights and depth of engagement to create the new, or willyour company simply be among those that get pushed aside and rendered irrelevant?