Published by:
Harvard Business Publishing
Length: 9 pages
Abstract
Today technology is creating greater customer choice, and choice is altering the marketplace. Six principles define the new marketing: marketing is a way of doing business that pervades the entire company; companies must dispel their limiting market-share mentality; programmable technology promises to open up almost limitless choice for customers; a feedback loop is making advertising''s one-way communication obsolete; the line between services and products is eroding; and the marriage of marketing and technology is inevitable.
About
Abstract
Today technology is creating greater customer choice, and choice is altering the marketplace. Six principles define the new marketing: marketing is a way of doing business that pervades the entire company; companies must dispel their limiting market-share mentality; programmable technology promises to open up almost limitless choice for customers; a feedback loop is making advertising''s one-way communication obsolete; the line between services and products is eroding; and the marriage of marketing and technology is inevitable.