The implications of the new economy on Marketing Management

The following discussion agenda is on the implications of the new economy on Marketing Management:

1. Key drivers of the new economy
• digitalization and connectivity
• disintermediation and reintermediation
• customization and customerization
• industry convergence
2. Impacts on business practices
• More organizing by customer segments
• More focusing on customer life-time value
• More focusing on marketing scorecard
• More focusing on stakeholders
• Everyone does the marketing
• Build brands via performance
• More focus on customer retention
• More in-depth customer satisfaction measurement
• More under-promise, over-delivery
• The new hybrid
3. How marketing practices are more e-business based
• B2C, B2B, C2C
• Pure-click vs brick-and-click companies
• Build a revenue and profit model
4. How marketing  practices are more customer relationship marketing in stance
• Customer databases and database marketing
• Data warehouses and datamining

Reference
Kotler, P. (2003) "Chapter 2: adapting marketing to the new economy" in Marketing Management, Prentice Hall.