MARKETING IN THE 21ST CENTURY: THE PERCEPTIONS AND STRATEGIC IMPLICATIONS.
MICHAEL O. MOJEKEH
Department of Marketing
ANAMBRA STATE UNIVERSITY, NIGERIA
E-mail: mmojekeh2010@yahoo.com
Phone No: 08033802178
DECEMBER, 2008
Abstract
In this 21st century, marketing will not only influence numerous facets of our
daily lives, it will a/so affect decisions regarding marketing activities and everyone's welfare. The commercial marketing challenges and opportunities have made marketing one of the popular filed especially in the growing global economy 21st century. Evidently, the challenges presented by today’s complex and technologically sophisticated market environment require critical – thinking skills and creativity from marketing professional. As marketing progresses through the 21st century, the traditional marketing strategies (the transaction - based marketing), which focus on attracting customers and fixing deals, will be replaced by a different, long – term approach – the relationship, (interactive} marketing. "Relationship marketing is all about development, growth and maintenance long – term, cost – effective exchange relationships, with individual customers, suppliers, employees and other partners for mutual benefits". It is about relationships that can develop and culminate into partnerships/ marketing alliances and other strategic alliances. In and around us manifest abundant evidence of the interactive multimedia technologies such as computer networks, video conferencing, on – line services and the internet entrance, interactive kiosks, CD – Rom, catalogues, and personal digital assistants (PDAs) that have revolutionized the way people store, distribute, retrieve and present information.
daily lives, it will a/so affect decisions regarding marketing activities and everyone's welfare. The commercial marketing challenges and opportunities have made marketing one of the popular filed especially in the growing global economy 21st century. Evidently, the challenges presented by today’s complex and technologically sophisticated market environment require critical – thinking skills and creativity from marketing professional. As marketing progresses through the 21st century, the traditional marketing strategies (the transaction - based marketing), which focus on attracting customers and fixing deals, will be replaced by a different, long – term approach – the relationship, (interactive} marketing. "Relationship marketing is all about development, growth and maintenance long – term, cost – effective exchange relationships, with individual customers, suppliers, employees and other partners for mutual benefits". It is about relationships that can develop and culminate into partnerships/ marketing alliances and other strategic alliances. In and around us manifest abundant evidence of the interactive multimedia technologies such as computer networks, video conferencing, on – line services and the internet entrance, interactive kiosks, CD – Rom, catalogues, and personal digital assistants (PDAs) that have revolutionized the way people store, distribute, retrieve and present information.
MARKETING IN THE 21ST CENTURY: THE PERCEPTIONS AND STRATEGIC IMPLICATIONS.
Introduction
Dramatic changes in global economics and societies in the last ten years have grabbed the attention of almost every person in every industry, ranging from banking, electronics, air -travels, to Information and Communication Technology (ICT). Marketing: now holds the key to creating a competitive advantage. Unprecedented opportunities have emerged out or electronic commerce and computer technologies in business today. These advances and innovations......
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