近几年,企业营销产品和服务的方式正发生巨变。全球金融危机使得市场部门在证明它们的促销能力时产生更多压力。同时,社交媒体和数字媒体的发展,亦使得企业营销活动范围以及随之产生的影响不断扩大。为了应对这些变化,皇家特许管理会计师公会(CIMA)与英国特许市场营销协会(CIM)以及美国直复营销协会(DMA),卡斯商学院营销绩效荣誉教授和营销价值论坛主任Robert Shaw合 In recent years, the way businesses market products and services is dramatically changing. The global financial crisis has put pressure on marketing departments to prove their promotional capabilities. At the same time, the development of social media and digital media has also led to the continuous expansion of the scope of the marketing activities of enterprises and their subsequent impact. To cope with these changes, Robert Shaw, the Chartered Institute of Management Accountants (CIMA) and Chartered Marketing Association (CIM) in the United Kingdom, as well as DMA, MBA Marketing Professor Emeritus, and Marketing Value Forum Director