How does the marketing profession need to change to stay relevant?

We've discussed the purported death of the  advertising agency at PSFK this week, but the marketing and advertising industries are also faced with the question of how marketing as a profession is defined, perceived and valued within organizations – now and in the future.

Larry Light, former CMO of McDonald's, shared his perspective recently in a thought-provoking piece in Forbes, where he challenges marketers to be proactive in redefining the discipline's role within their respective organizations – before it's determined for them.

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