Many Facets of Leadership, The

Chapter 24. Morphing Marketing: Dissolving Decisions

James M. Hulbert and Pierre Berthon

Marketing in the 21st century is in a process of rapid metamorphosis. We will identify the shift from the material economy to the information economy as the primary driver in the evolution of the key divisions, distinctions, and boundaries that constitute the practice of marketing. We will explore the rise of the information economy and its impact; identify some of the key divisions, distinctions, and boundaries in marketing that are being dissolved, and with each, suggest how the practice of marketing will change; and we will argue that this process of dissolving of old distinctions and the concomitant creating of new ones will lead to an age of unprecedented ...