Description
Book SynopsisThe authors of this book reconsider the dominant marketing paradigm in the context of a contemporary market in which marketing developments increasingly restrict the effectiveness of marketing activities. Consumers are thus overloaded with products, services, channels and information, but fail to grasp the differential value of the commercial offers being made.
Theo B.C. Poiesz and W. Fred van Raaij develop a new marketing perspective that differs dramatically from the current concept. They do this via the extrapolation AND COMBINATION of several major trends: the formation of product and service packages, the development of long-term relationships, the increasing focus on individualization, and technological developments. The book introduces the 'Virtual Guardian Angel', a system that can assist buyers, both in consumer and industrial markets, in making purchase and consumption decisions, incorporating the long-term consequences and integrating the formerly separate decisions. It will affect the structure and functioning of markets and will require companies to consider new strategic options. The new marketing paradigm questions the definition and relevance of a number of well-known marketing concepts such as innovation, communication, and distribution, and consumer concepts such as needs, satisfaction, and loyalty.
Providing a critical view on new synergies in present-day marketing practices, this book will be invaluable to those interested in marketing strategy and consumer behaviour, including scholars of marketing and business management, and marketing practitioners.
Trade Review'Recommended reading for marketers and future marketers alike. Strategic Marketing and the Future of Consumer Behaviour
starts where other books in the field leave off - analysing the current market and recent research to understand the state of marketing as it now exists. Professors Poiesz and van Raaij build on this with their own insightful scenarios to stimulate a provocative but ultimately realistic discussion of what the market will look like in the next five years. Always adopting the consumer point of view, they ask what this means for consumers in adjusting to the ever-increasing complexities and dynamics of a changing market.' -- Irwin Levin, University of Iowa, US
Table of ContentsContents: Preface 1. Predicting the Future 2. Developments in Markets and Marketing 3. Consumers in the Pressure Cooker 4. Marketing Developments: A Synthesis 5. Developments in Customer Behaviour 6. Implications for Markets and Marketing 7. Social and Cultural Effects 8. Epilogue References Index
