Online Marketing
INTRODUCTION
EVOLUTION OF MARKETING
Mar-ket-ing Spelled Pronunciation [mahr-ki-ting]
- noun 1. The act of buying or selling in a market. 2. The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer. including advertising, shipping, storing, and selling.
At the beginning of the century, social life was mostly local. It was followed by a period in which commodities were produced on a mass scale: Consumer Marketing operated on mass marketing principles and business primarily concerned itself with how to build the best sales force. At the end of the century, there is an emerging global culture. The major driver of these changes is technology. Technological change has moved steadily back focusing on the individual. These changes shape the possibility and conduct of business. Marketing is especially tied to communication and transportation revolution. As the tools and reach of marketing increase, the job and responsibilities of marketers have evolved with them.
Philip Kotler formalized this evolution with his book "Marketing Management". His key stages are production, sales and brand management. Each of these is strongly motivated by technological opportunities, which permit new methods and new opportunities. A fourth
stage, a focus on the individual customer, is also important. As the new technology of the Internet develops, it reinforces the new marketing emphasis - which in many ways is a return to business at the turn of the century.
In today 's technology driven world, a new fast paced digital economy is emerging. Tomorrow there will be companies that will exist only inside computer networks. Most business transactions will be made electronically, directly from the producer to the consumer, bypassing the supply chain. In the digital marketing environment, the consumer becomes an integral player in the development of the product. In fact, a consumer might build the product himself from
EVOLUTION OF MARKETING
Mar-ket-ing Spelled Pronunciation [mahr-ki-ting]
- noun 1. The act of buying or selling in a market. 2. The total of activities involved in the transfer of goods from the producer or seller to the consumer or buyer. including advertising, shipping, storing, and selling.
At the beginning of the century, social life was mostly local. It was followed by a period in which commodities were produced on a mass scale: Consumer Marketing operated on mass marketing principles and business primarily concerned itself with how to build the best sales force. At the end of the century, there is an emerging global culture. The major driver of these changes is technology. Technological change has moved steadily back focusing on the individual. These changes shape the possibility and conduct of business. Marketing is especially tied to communication and transportation revolution. As the tools and reach of marketing increase, the job and responsibilities of marketers have evolved with them.
Philip Kotler formalized this evolution with his book "Marketing Management". His key stages are production, sales and brand management. Each of these is strongly motivated by technological opportunities, which permit new methods and new opportunities. A fourth
stage, a focus on the individual customer, is also important. As the new technology of the Internet develops, it reinforces the new marketing emphasis - which in many ways is a return to business at the turn of the century.
In today 's technology driven world, a new fast paced digital economy is emerging. Tomorrow there will be companies that will exist only inside computer networks. Most business transactions will be made electronically, directly from the producer to the consumer, bypassing the supply chain. In the digital marketing environment, the consumer becomes an integral player in the development of the product. In fact, a consumer might build the product himself from
References: DigiMarketing - The essential guide to new media and digital marketing -kent wartime, Ian fenwick Principals of advertising and IMC * Tom dunkan http://en.wikipedia.org/ http://ieeexplore.ieee.org/