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The world of marketing has changed dramatically in the last few years, due in large part to the Internet, access to information, and changes in the way we shop, network, search, gather and learn. These changes require that marketers, even successful ones, adapt and evolve how they approach marketing altogether. The age of the 4Ps of marketing that called for businesses to create products, test out a pricing models, secure distribution or place and promote the heck out them, has given way to the age of the customer. In fact, a new set of principles has shoved its way ahead of product, price, place and promotion in the hierarchy marketing planning.
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