Ashley Friedlein: The time has come for a new model for marketing

The increase in new channels and technologies has dramatically changed the environment in which marketers operate. But the way in which marketing is taught, understood and operates has not really changed. This is not sustainable. We need a new unifying framework as a reference for what marketing has become.
Alongside this need for a new framework, there are new requirements for marketing competencies and capabilities around domains of expertise such as data and analytics, customer experience, co