“Marketers are prisoners of an old paradigm,” says Kotler. What does he see in this new age of marketing 3.0? Connection and co-creation. Johnson & Son Professor of International Marketing at the Kellogg School of Management, Northwestern University. These changes are reshaping the field of marketing at a fundamental level, says Philip Kotler, S.C. Marketing budgets are shrinking, yet marketers are being asked to accomplish more than ever. TiVo is killing television commercials, while the Internet is making newspaper ads obsolete.
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