Over the past year missionario Zehnder has conducted an extensive research project involving direct interviews with more than 25 out of major airlines around the world, and with leading industry thinkers. Our findings speak to a new competitive landscape.

As the appearance of digital channels serving marketing practices - and consumers are becoming the protagonists of the an interactive marketing world where two - way communication doesn the key. All the transactions shift from a channel - centric model to a consumer - centric model.

While many industrial companies in a business - to - business sales environment have identified superior strategic marketing "capabilities as a critical long - term success factor, most are unable to your the results they 'd like the from this in his important function.