The New Marketing Era

The New Marketing Era

Marketing to the Imagination in A Technology-driven World

eBook - 1999
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"Although the processing power of the silicon chip has increased by a factor of 10,000 in the last 25 years, the processing power of the human brain has remained unchanged for millennia. According to Paul Postma, managing partner of Ernst and Young, one of the world's leading consulting firms, recognition of this basic fact is the secret to marketing success. In The New Marketing Era, he explores the sweeping changes in information technology and media and how their impact and effectiveness are influenced by age-old human behavior." "Filled with essential insights and real-life case studies, this fascinating and eye-opening book shows today's executives how to apply effective marketing strategies in our technology and media dominated society. It explains how the Internet and other advances are being misused, and why a great deal of the information collected by marketing professionals is unreliable." "As the "big picture" of marketing and its relationship to human nature emerges, you will find out why you shouldn't listen to your customers, but rather learn what they do; why human behavior and emotions are more important than all the latest buzz on bits and bytes, and just how important customer relations really are." "Although Postma emphasizes the need to "read between the lines" of all the hype about the Internet and media, he points out that the industry's changing landscape is a good reason to reappraise the merits of marketing policies for both business and consumer markets. He also stresses the very real benefits of the technology." "Through the use of electronic media, valuable data is collected which makes it possible to learn more about consumers than ever before. Ironically, the new technological advances have enabled the establishment of personal relationships with customers in mass consumer markets in a way that was previously impossible on any significant scale." "As Postma makes clear, human behavior is the essence of marketing. While marketing methods might change, human desires do not, The secret in The New Marketing Era is to identify and utilize the things that do not change. Book jacket."--Jacket.
Publisher: New York : McGraw-Hill, ©1999.
Characteristics: 1 online resource (xii, 175 pages) : illustrations

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