Dave and I were reminded of this 2009 McKinsey model recently since it raises useful questions about modern marketing which marketing managers need to answer when creating plans to get the best results. In 2012 Google’s Zero Moment of Truth (ZMOT) which paints a similar picture of changing consumer behaviour is also gaining a lot of interest. Originally published in 2011, it’s worth downloading the latest free 2012 PDF handbook .
My point of view: Not limited to marketing but also sales and services. And yes indeed, even more business components are affected.