Marketing Evolution
Survival requires managing increasing complexity and uncertainty.
By Gordon A. Wyner

In, Marketing Management; Mar/Apr2008, Vol. 17 Issue 2, p8-9, 2p, 1 bw

Summary:

In this article, Gordon A. Wyner discusses how changes during the last decade in the marketing industry have affected marketing effectiveness. The marketing operations have become more diverse and more functional areas during this period. 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 bring different methods of management. Wyner suggests that marketing effectiveness depends on who conducts marketing operations and how customer information and responses can be used to create databases to improve communication to customers. Wyner also discusses about the conductor of this chain of marketing activities, while indicating the fact that there exist so many players in the marketing activities thus it’s not obvious who is the conductor, he highlights that the complexity in the marketing process diffuses responsibility over more teams, and this involves a need to bring all the pieces together.

Yasemin Elyan
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