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Classical Marketing is dead.... ...long live modern marketing Jean C. Harrari & Nadege Woods © 04 - 2002 / ISBN I2-95-07777-4-0 |
Today's marketing environment The world changes, we are entering in a new marketing era. The ultimate goal of this book is to allow you to adapt to this new environment without useless difficulties, and to understand what is happening in this new world. |
A new state of mind is imperative to face the challenging of our new marketing environment. Nowadays, the extreme volatility of the market, our exigent and often infidel consumers cannot be apprehended with old and expensive marketing research methods, i.e. the marketing approaches of the 30 gold years. They persist but yet are often obsolete because their traditional tools and means are not any more efficient and evaluated or are to be replaced by new techniques which are more adequate.
New thinking process, more intuitive and flexible, keeps however the traditional spirit of listening and the selection of channels partners. Yet, a new philosophy integrated the marketing in the economical imperative of a firm as a whole.
This new marketing cannot be taught like the old one. It requires a slow assimilation, a global vision and a practical teaching and learning method. This book has been written in this objective. It shows also this inevitable progression of technology. It presents the new marketing state of mind through examples and cases. It will present the marketing environment , its developments and logistics and their consequences. It will define the characteristics of the new consumers and the appropriate marketing channels and products mutation. We will then portray a new kind of company that employs marketing information tools; concrete actions, common tools and controls orientate the company toward an endless journey toward success.
Therefore you positively need to read this book if :
| - You are interested in marketing strategies and basics concepts, or may be you are fond of marketing but at the same time, you are allergic to the pretentious and esoteric vocabulary that some “marketing experts” practice. |
- You are the manager of a small or medium business, or you are your own boss and you are looking to extend this area of competency. - You want to approach marketing with a tight budget. |
- You are serious about learning marketing principles through practical examples that you can apply later. |