Framing brand management for marketing ecosystems

摘要

Marketing ecosystems are a new framework for strategy management. They shift the view of "brand" as the primary unit for strategy-making to an aggregated view of competitive strategy and action at the system level. Advantage goes to those marketers who do the better job of designing ecosystems with mutually-reinforcing effects from internal and external assets, and managing the ecosystems for growth, innovation, and continual improvement.