Adding Value: The Future of Marketing MKT 6800 Dr. Don Roy January 28, 2015.
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Transcript of Adding Value: The Future of Marketing MKT 6800 Dr. Don Roy January 28, 2015.
Adding Value: The Future of Marketing
MKT 6800Dr. Don Roy
January 28, 2015
A Marketing Dichotomy
• Technology is enabling introduction of numerous innovations in marketing
• Marketing still plagued by the old school, interruptive model
• The future of marketing does not depend on the technology as much as it depends on how marketers use technology to help customers
• Marketing with Meaning
For Discussion
1. How would you define “Marketing with Meaning?”
2. Are there risks in developing tools that could lead a customer to select a competitor (e.g., as a result of reading user reviews or using information you provide in a buying guide)?
3. Can you think of a brand that practices Marketing with Meaning? How does it excel at “behaving like a neighbor?”