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The "New wave" technology presents opportunities for marketers to engage consumers as individuals whose needs extend beyond mere material goods - and as actors who want a bigger say in how and what a company produces, to ensure better outcomes for themselves and for society. If "Marketing 1.0" was a product-focused enterprise born of the Industrial Revolution, and "Marketing 2.0" was a customer-focused effort leveraging insights gained from information technology, then Kotler says marketing's latest incarnation must do even more.
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