This document contrasts old and new approaches to marketing. Old marketing focused on identifying target audiences, shouting messages at them, and measuring sales. New marketing emphasizes building relationships with customers through understanding their emotions and needs at different stages. It focuses on genuine, adaptive communication and co-creating products with customers. The key is meeting customers where they are in the relationship and motivating them through emotional connections.

1. Old Marketing, New Marketing Amy Sauers, Ph.D. College of Technology & Management St. Petersburg College

13. Customer Relationships Develop in Stages