IN THIS SUMMARY
In the past, marketing was viewed as a function that simply provided sales support. However, marketing has now become a strategic growth driver and is essential in communicating customer insights throughout the company. In The Shift, Scott M. Davis outlines the five transitions marketers must make in order to adapt to this new environment and promote company growth. The book analyzes the factors that contribute to this change in marketing, details how marketers are dealing with the change, and aids readers on how to make The Shift themselves and become Visionary Marketers in their own company.