March 5, 2012, accmanpro.com
In this video shot by my JD-OD colleague Jon Reed, Jonathan Becher, CMO SAP gives us some important insights into the many ways in which marketing is changing. During the conversation (flick to 6min 34secs) Becher talks about the contrast between the way he used to buy motor vehicles and the way that happens today. In short he is saying that 10 years ago, he was at the mercy of the dealer. Today, he asserts that the power has shifted to the consumer. He looks at this as evidence of a changing dynamic in the way goods and services are acquired.