Marketing Evolution

Wyner, Gordon A.
March 2008
Marketing Management;Mar/Apr2008, Vol. 17 Issue 2, p8
The article discusses how changes in the marketing industry can affect marketing effectiveness. The growth of marketing functions, the changing role of information in marketing and the increasing effects of marketing on a company's financial performance have led to changes that require different methods of management. The author suggests that marketing effectiveness can be affected by who conducts marketing operations and discusses how customer information and responses can be used to create databases to improve communication to customers. He notes how the Internet has opened different avenues of market research and customer interaction. and discusses the influence of marketers on advertising agencies and retailers.


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