The Three Key Marketing Outcomes
The four major forces shaping today’s markets—technology, globalization, the physical environment, and social responsibility—are fundamentally changing the ways consumers and companies interact with each other. These forces provide both consumers and companies with new capabilities, while at the same time promoting a competitive market environment. We discuss these three market outcomes in more detail next.
New Consumer Capabilities
Consumers today have more power at their fingertips than they have ever had in the past. Expanded information, communication, and mobility enable customers to make better choices and share their preferences and opinions with others around the world. The new consumer capabilities ...
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