13.
A New Business Model for the Context Marketing Revolution
Build, market, sell. That’s been standard procedure ever since the Industrial Revolution—a business model that confines marketing’s role to introducing the product, a mere intermediary between production and sales. The model is quintessential limited media era, but one that practically everyone continues to follow—to their detriment.
Consider Mercedes-Benz. The ninety-year-old company, known as one of the world’s top luxury brands, uses an operating model of build-market-sell and focuses heavily on its grand advertising campaigns. By contrast, Tesla, a company that’s only thirteen years old, has outsold Mercedes to become the number-one luxury car in 2018. Indeed, Tesla is the ...
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