Disruption and innovation are driving (and are driven by) changes in customer expectations. Marketing now truly requires a holistic approach.
These points (and more) are made in an article by Marc de Swaan Arons, Frank van den Driest, and Keith Weed in the July-August 2014 edition of the Harvard Business Review.
You can find this article here: The Ultimate Marketing Machine.
There is a lot of management literature on organisational change and how to manage that process. The authors usually present some kind of model based around three stages (different models have different numbers of steps, but they generally boil down to these):
1. Gearing up for change
2. Making a change
3. Making the change stick
This isn’t really the best approach at the moment, given the pace and volume of change and disruption. Nowadays, it’s much more about having an organisational culture that’s open for change, values curiosity, and is constantly adapting and looking for opportunities.
Read the article by Neil Perkins on “Agile Strategy”: