Digital Revolution & Marketing
“Impact of the Digital Revolution in Marketing and Consumer Behaviour”
Table of Contents
Introduction
* Digital Revolution * Marketing * Consumer Behaviour
Analysis/Research
* Impacts on Marketing * Impacts on Consumer Behaviour
Conclusion
References
Introduction
The Digital Revolution is the change from analogue mechanical and electronic technology to digital technology that has taken place since c. 1980 and continues to the present day. Implicitly, the term also refers to the sweeping changes brought about by digital computing and communication technology during the latter half of the 20th century. Analogous to the Agricultural Revolution and Industrial Revolution, the Digital Revolution marked the beginning of the Information Age. Central to this revolution is the mass production and widespread use of digital logic circuits, and its derived technologies, including the computer, digital cellular phone, and fax machine.
Marketing is the process by which companies create customer interest in goods or services. It generates the strategy that underlies sales techniques, business communication, and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify the customer, to keep the customer, and to satisfy the customer. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.
Consumer behaviour is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from
Table of Contents
Introduction
* Digital Revolution * Marketing * Consumer Behaviour
Analysis/Research
* Impacts on Marketing * Impacts on Consumer Behaviour
Conclusion
References
Introduction
The Digital Revolution is the change from analogue mechanical and electronic technology to digital technology that has taken place since c. 1980 and continues to the present day. Implicitly, the term also refers to the sweeping changes brought about by digital computing and communication technology during the latter half of the 20th century. Analogous to the Agricultural Revolution and Industrial Revolution, the Digital Revolution marked the beginning of the Information Age. Central to this revolution is the mass production and widespread use of digital logic circuits, and its derived technologies, including the computer, digital cellular phone, and fax machine.
Marketing is the process by which companies create customer interest in goods or services. It generates the strategy that underlies sales techniques, business communication, and business development. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Marketing is used to identify the customer, to keep the customer, and to satisfy the customer. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.
Consumer behaviour is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from