Sounding a wake-up call to standing room crowd on January 14, Northwestern's Don Schultz challenged more than 282 attendees to rethink marketing practices and offered a jolt of new ideas for the new realities of b-to-b. The "state-of-the-discipline" presentation confronted seismic changes in integrated business marketing and challenged marketers in denial. The father of IMC drew on studies and examples to illustrate five seismic shifts that are redefining business marketing.
