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Confronting proliferation: A conversation with four senior marketers

• Although proliferating media, customer segments, and distribution channels are undermining traditional ways of reaching customers and building brands, they are also creating variety of new marketing opportunities.
• In this roundtable, senior marketing executives from Carlsberg, Nokia, Wal-Mart, and Yahoo! describe how they are responding to the challenges and opportunities created by marketing proliferation.
• Their priorities include enhancing the capabilities and flexibility of their organizations, emphasizing portfolios rather than the management of single brands, and promoting consistency across the marketing organization.
• Yet no single blueprint for success exists, because the nature of the challenge varies considerably by industry and company.