Software Quality Research Library

This Report begins by considering the pressures, internal and external, that are driving the transformation of marketing and its impact on global business. Six actions for "Successful Transformation" are identified, and then positioned in the context of a "Best Practice Framework" for planning and assessing the transformation process. The paper concludes by inviting the reader to participate in a survey "Assessing the Maturity of Marketing Transformation" amongst Europe's leading businesses.