Marketing as we know it is undergoing fundamental change. A number of factors are driving this transformation, including changes in customer behavior, the proliferation of communication channels, ever-changing legal constraints and the rapid evolution of technology.
In response, world-class marketers are drastically changing their marketing mix – and in the process they are changing the marketing profession. While the transformation remains incomplete, these marketers have demonstrated that it is possible to develop more intelligent, engaging and enduring customer relationships while at the same time reducing marketing costs.
To differentiate their products and stay ahead of the competition, marketers must recognize the trends driving this new paradigm, and more importantly understand the implications of such trends.