THE NEW WORLD OF CONSUMER-CENTRIC MARKETING

Most manufacturers have organized their businesses around products. Products grouped into brands that convey trust and positioning to the consumer. This successful marketing approach has been propelled by the power of mass-market advertising. Over the past 60 years, manufacturers have organized their personnel, budgets and metrics to drive individual brand strategies.Recently, the winning combination

Most manufacturers have organized their businesses around products. Products grouped into brands that convey trust and positioning to the consumer. This successful marketing approach has been propelled by the power of mass-market advertising. Over the past 60 years, manufacturers have organized their personnel, budgets and metrics to drive individual brand strategies.

Recently, the winning combination of big brands and mass media has begun to falter. Fragmentation of the media and con

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