The Multidimensional Characteristics of Modern Marketing

Download or read book The Multidimensional Characteristics of Modern Marketing written by Yahya Mohamed Mao and published by . This book was released on 2021-04-26 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: The emergence of digital technologies and communication channels is pushing ahead a change in paradigm within the fundamental concept of marketing. Without doubt, marketing is a very multifaceted field. A best marketing approach does simply not exist. Marketing leaders generally bring in their own ideas and their pursuit in making a company unique also leads to a unique approach of marketing. Since the 1950s, marketing has experienced a steady evolution from product-orientation with focus on quality to a selling-oriented approach in the 1960s. In the 1970s, marketing became more customer-oriented and ads-driven. Today, marketing has evolved into a complex acitivity that considers the relationship aspect of marketing, as well as internal marketing efforts to promote the employer in the eyes of its employees and integrated marketing which is more about unity in branding, tone and style giving the company a corporate identity. This late evolution stage of marketing is often referred to as holistic marketing, hence a multi-level approach to marketing.Too often marketing is considered in a fragmented manner that results in suboptimal brand performance. Many companies see marketing as a cost factor and overlook or fail to adequately incorporate it as a key element of their overall strategy that must be more than just revenue generation. Competitiveness is highly related to successfully linking a business purpose to stakeholders and customers. A holistic approach to marketing considers the entire ecosystem that surrounds the company and makes it possible to implement marketing activities, processes, and programs that reflect the breadth of a company as an interconnected and socially responsible entity. This e-book serves as an inspiration to decision makers and as a resonance for them, showing why there is more to marketing than just being a cost factor.