GoingToMeet

The Marketing Tool Kit is experiencing tremendous amounts of innovation today. The boom in direct and database marketing, the dawning of electronic commerce, new ways to automate sales force management, and the sudden blossoming of the World Wide Web all suggest that the discipline is under pressure to reshape(John Deighton).

Business discountinuities like deregulation, globalization, technological convergence, and the rapid evolution of the Internet have blurred the roles that companies play with their customers and redefined the way value is created and delivered. C.K.Prahalad in his landmark article “Co opting customer competence” demonstrated the need to regard the customer as co producers and competitors in value creation and extraction. Technology is affecting marketing by enhancing speed, customization, and individuation. The internet has enabled customer interactivity, low cost product and service delivery and experiential customer marketing. Future technological advances like the web 2.0, consumer electronic devices like the handheld PCs, cell phones, and media platforms have the potential to disrupt the current value-chains and enable new ways of creating and delivering value.