Changing Nature of Trade Marketing

Raj Subramaniam on the Changing Nature of Marketing

Today’s “always on” consumers have new — and extremely high — expectations. How can today’s businesses respond?

Changing Nature of Trade Marketing

Last month, The Economist interviewed Raj Subramaniam, Executive Vice President, Global Marketing and Communications, FedEx Services, for its Lean back marketing blog. The Q&A touched on a range of marketing-related topics, including the rise of micro-multinationals (which we also covered in the 2015 Access 25), consumer trends, the state of cross-border e-commerce and more.

As Subramaniam notes in the interview, we’re in the midst of a far-reaching digital transformation that has empowered consumers and will “continue to disrupt marketing” as we now know it.

You can read the full Q&A on the Lean back blog.

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