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Marketing Trends June 7, 2007
Marketing “… identifying and meeting human and social needs.”  Philip Kotler
Marketing Myths ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Crisis In Mass Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Justin Kirby & Paul Marsden (2006).  Connected marketing .  Oxford, UK:  Butterworth-Heinemann. xix
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Out ,[object Object],[object Object],[object Object],[object Object]
Social Media Social media  describes the  online  technologies and practices that people use to share opinions, insights, experiences, perspectives and media itself.  Social media can take many different forms, including text, images, audio, and video. These sites typically use technologies such as  blogs ,  message boards ,  podcasts ,  wikis , and  vlogs  to allow users to interact. Source: Wikipedia
Word of Mouth Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Justin Kirby, & Paul Marsden (2006).  Connected marketing .  Oxford, UK:  Butterworth-Heinemann. 198 YouTube Aqua Teen Buzz Oven Bree
New Paradigm ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
New Paradigm ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Old 4Ps Paradigm 4Ps Value Creator Customer
New Paradigm 4Ps Value Innovator Customer Product Brand
New Value Innovation Paradigm Source: Mohanbir Sawhney, & Deval Prikh (2001).  Where value lives in a networked world.  Harvard Business Review ,  HBR #R0101E.
It’s About Social Behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Implications ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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22

  • 2. Marketing “… identifying and meeting human and social needs.” Philip Kotler
  • 3.
  • 4.
  • 5.
  • 6.
  • 7. Social Media Social media describes the online technologies and practices that people use to share opinions, insights, experiences, perspectives and media itself. Social media can take many different forms, including text, images, audio, and video. These sites typically use technologies such as blogs , message boards , podcasts , wikis , and vlogs to allow users to interact. Source: Wikipedia
  • 8.
  • 9.
  • 10.
  • 11. Old 4Ps Paradigm 4Ps Value Creator Customer
  • 12. New Paradigm 4Ps Value Innovator Customer Product Brand
  • 13. New Value Innovation Paradigm Source: Mohanbir Sawhney, & Deval Prikh (2001). Where value lives in a networked world. Harvard Business Review , HBR #R0101E.
  • 14.
  • 15.