How can you effectively integrate traditional, maturing,new media, channels, and tactics?

Media fragmentation, new communication channels, fast-changing customer behavior, and the pressure to prove the effectiveness of marketing spending require that companies rethink marketing's role, redefine the marketing organization, and radically change age-old processes. In order to succeed, companies must transform their mission and organize around customers � not products or channels. Marketing organizations have the opportunity to lead their companies through this period of change, and forward-thinking marketing executives will embrace the opportunity. They will transform their firm's communications strategy to be more responsive to customers; they will listen and establish a dialogue with customers; and they will become the voice of the customer for the enterprise. These marketing executives will also embrace technologies and tactics that enable them to communicate more effectively and seamlessly with their constituents.