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As a business discipline, marketing has gone from a relatively low priority activity supporting
sales and concerned mostly with promotion to being one the most central departments in
modern companies with a much more strategic role to play. It is often there where key
decisions about product development, market segmentation and business strategy are taken.
With its importance growing fast, it is no surprise that corporations are seeking external
competency to help them take advantage of current and future challenges. Good marketing strategy consultants are in demand.
Take Sharad Devarajan, who is a marketing professor at Columbia University and the CEO
of Liquid Comics, a company driven by a vision of revolutionizing the world's collective
imagination by introducing a new breed of superheroes into popular culture. Liquid Comics
explores Asian legends and myths in search of characters and story lines which can be
effectively filtered though modern production methods and cultural references. This has the
potential to appeal to both jaded western audiences and aspiring eastern audiences that are
struggling to find an identity that matches their rising affluence, freedom and global role.
Sharad Devarajan's approach to doing business is exceptional in that it takes on the most
prominent business and cultural trends – globalization, technological innovation, mixing of
cultures, the rise of Asia, outsourcing and others. This visionary breadth is characteristic of the
best marketing strategy consultants.
Another outstanding business professor who can help navigate the maze of modern
opportunities and challenges is Cornell University's Stuart L. Hart. With his mind clearly set
on sustainability issues that are bound to play an ever greater part on the business scene,
Hart is not an alarmist but an optimistic visionary who can help take advantage of possibilities
that underlie common concern. Two main thrusts of his approach have to do with the base
of the income pyramid economics and climate change. Both are phenomenal occasions for
companies to adapt and grow by responding to the emerging needs of the world's population.
Finding solutions to multiple problems (energy, health care, transportation, education, etc.)
that affect less affluent social groups and the planet itself is equivalent to finding the key to an
enormous market of untapped opportunity. Is this not what marketing strategy consultants
inspire?
Contact Business Educators now. It is a top-class network of US B-school professors who can
get your company or institution ready for current and future challenges as marketing strategy
consultants.
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