This means marketing has to understand the major changes in business and organisational strategies. One of the most significant is the shift from marketing as a function to a market-driven perspective. Marketing skills have a role but marketing people will be involved in various roles, from leadership to customer management. They will not reside in a separate department. This raises questions about who owns strategic marketing plans, who is responsible for their implementation and how they will adapt to a changing market place.
Marketing needs to develop implementation skills that fit with the emphasis on modularisation.
Modularisation is a production concept, where modules are developed independently yet fit together to create a whole, or even a variety of whole products. It is essential to increase the speed and flexibility of processes to meet market needs. Marketing will also have to incorporate modular processes. The information economy is breaking down functional and departmental barriers by reducing the ability of units or individuals to control information. As the flow of information increases, implementing strategy should improve through greater cooperation and reducing the power of withholding information.