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Saudi Oil Supply Kink A Marketing Problem?

  • Forbes, Wednesday, March 30, 2011 11:30 AM
Columnist Marc Babej argues that 2011 is a poster-year for how marketers need to stay ahead of events. A "Black Swan" year (Nassim Taleb's term for how unrelated, unpredictable events can reverberate and amplify their regionality and become global) because of the domino-effect revolutions in the Middle East and the incredibly bad coincidence of Japan's earthquake and tsunami, 2011 has a big question mark on it. Babej says global events like the ones now unfolding are why marketers have to stay ahead of events and not just respond to them after they happen. "At a time when consumer priorities and behavior are influenced by factors outside regular marketing relationships, we must redouble our effort to get ahead of the curve," he writes. "The best way to do that is to anticipate the marketing impact of potential future 'Black Swan' scenarios."



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