For eBusiness & Channel Strategy Professionals

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	November 13, 2009 Adaptive Brand Marketing: An eBusiness Perspective an introduction by Sucharita Mulpuru

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Executive Summary

Adaptive Brand Marketing is a flexible approach in which marketers respond quickly to their environment to align consumer and brand goals and maximize return on brand equity. We expect marketing professionals to embrace this new approach in order to keep up with the increasingly competitive and complex multichannel landscape. The online channel is essential to this new approach, and eBusiness and channel strategy professionals will have to adapt, as well — realigning strategy to accommodate for the volume and speed of consumer interactions with their brand that will take place on the Web.

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