The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market

Listening and Analyzing in Both Old and New Ways

This chapter discusses how to keep abreast and anticipate the market in a global way with a local view. How to achieve the mergence of old and new approaches is of interest to Michael Sagalyn, a manager of market intelligence segment analysts in IBM’s software group: “An organization’s adoption of social computing techniques for marketing does not happen automatically. Leaders need to clearly communicate the vision of a new hybrid model for doing business; your staff needs to buy into the evolution; you’ll want to engage in skill building to achieve mastery of Web 2.0 technologies and techniques; and finally, the organizational structure might need to change in response to new processes ...