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Marketing is everything.

R McKenna

    Harvard Business Review
    |December 10, 1990
    PubMed
    Summary
    This summary is machine-generated.

    The new marketing paradigm emphasizes customer integration and market ownership, moving beyond traditional sales tactics. Technology drives this evolution, shifting marketing from monologue to dialogue and integrating products and services.

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    Area of Science:

    • Marketing Strategy
    • Technological Impact on Business
    • Consumer Behavior

    Background:

    • Traditional marketing models are becoming obsolete due to increasing customer choice and technological advancements.
    • The shift necessitates a new marketing paradigm focused on customer integration and market leadership.

    Purpose of the Study:

    • To outline a new marketing paradigm driven by technology and customer choice.
    • To present six core principles of this evolving marketing model.

    Main Methods:

    • Conceptual analysis of the evolving marketplace and the role of technology.
    • Identification and articulation of six fundamental principles of modern marketing.

    Main Results:

    • Marketing is now an all-pervasive business approach, not just a function.

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  • The objective is to own the market, not merely sell products.
  • Marketing must evolve with technology, embracing dialogue over monologue and integrating product and service offerings.

    • Conclusions:

    • The new marketing paradigm is deeply intertwined with technological evolution.
    • Companies must adopt a holistic, customer-centric approach to thrive in the modern marketplace.
    • The future of marketing involves integrated systems and a continuous dialogue with customers.