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Management in Practice

How does mobile change the marketing equation?

The omnipresent smartphone has the potential to change the entire shopping experience.

During the Yale SOM Center for Customer Insights' annual marketing conference, CCI director Ravi Dhar sat down with Marc Speichert, chief marketing officer of L'Oréal, and Alfrédo Gangotena, CMO of Mastercard, for a conversation about the challenges of marketing in a period of increasingly globalization and technological change. In this excerpt, they discussed how their companies are responding to the emergence of the smartphone as the omnipresent companion of shoppers.