PERHAPS THE BIGGEST area of confusion among marketers these days is understanding what is changing and what is not. Most marketers recognize that the times are changing, but many have not adjusted their strategies accordingly. Others have adopted “consumer empowerment” and “spend your marketing dollars where your customers spend their spare time” mantras, which they apply indiscriminately. We advocate a more nuanced approach. Marketers can greatly benefit from developing a deeper understanding of where they may have an impact on consumers and where their efforts are less likely to work. Their communication program for each product and target segment should follow their customers’ location ...

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