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July 2014

Professor Kotler concluded the book with a section called “Transformational Marketing,” in which he discussed how the field would change with the “new age of electronic marketing.” In the coming decade, Kotler wrote, “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate, and deliver customer value.” There’s only one problem: Fifteen years have passed, and this vital transformation hasn’t happened yet. Consumers have changed, marketing operations haven’t In case you haven’t noticed, almost every marketing conference you attend these days starts with the same four or five requisite slides. Consumers are now empowered by digital technology… they are becoming more aware… they are researching, engaging, buying, and staying loyal to brands in ways that have fundamentally changed… Yes, we get it. Consumer behavior in the age of the social and mobile web is different than it was before. In fact, maybe it’s actually more accurate to say “is changing” and “will continue to fundamentally change,” as content’s continual evolution shows no sign of slowing. The challenge is that marketing operations in enterprise companies have largely remained just as they were when Kotler wrote his book — i.e., they are still working from mid-

An Irish pub is only accepting Snapchat résumés. KFC recently held 140-second interviews to fill its manager of digital greatness position. Does it seem like your paper, text-based résumé may no longer do the trick? Check out some of these amazing social media résumés to spark your job hunting creativity By Aleksandra Sagan: Résume-ale Brennan Gleason, a web and graphic designer, created the résume-ale to promote himself and his design work. The cardboard box holding four beer bottles filled with blond, home-brewed ale is adorned with his résumé. Each of the bottles has a QR code on the label, leading to a piece of Gleason’s online portfolio. The spiffy packaging – each bottle cap even had his self-designed logo – helped Gleason land his latest gig as creative director at Techtone, a digital marketing agency.         The QR code mouth-piece Victor Petit, a self-described creative working in marketing and advertising, felt a standard print résumé would not be enough to land him a highly sought after internship. So, on the backside of his résumé, he printed a photo of his face with a QR code in place of his mouth. When scanned, the QR code directed prospective employers to a video of Petit’s mouth that could be