So how do we view marketing?
CASE Insights comes from a differing mindset of marketing than is traditionally held by many.
Focusing on a social-system world view that places emphasis on social networks and developing insights from case examples, we see marketing as a dialogue with many participants and communities in order to create and deliver real human value.
In order to maintain this dialogue we participate in, coordinate and implement many activities and use many different resources (people, technology, knowledge, time). So we don’t see a marketer as as a mixer of ingredients anymore, but as a node in a network of resources coordinating and implementing a network of activities to create and deliver real human value.
In summary we see marketing as constantly evolving from focusing on:
- the product offering
- target markets
- exchange such as a sale
- creating and delivering added value
- the world as in silos and hierarchical
- the environment as certain and predictive
- using traditional marketing management frameworks and practices that are historical and rigid
- trying to control resources (people, technology, knowledge, time) and counting them (numbers)
And continually evolving towards focusing on:
- resources (people, technology, knowledge and time) and activities
- people and being part of a community
- being part of a dialogue, a conversation
- creating and delivering real human value
- the world as social and electronic networks
- accepting uncertainty with the only constant is change
- using frameworks, ideas and processes that are flexible, fluid and adaptive to contextual and environmental changes.
- working with resources (people, technology, knowledge, time) and listening to them (numbers and words)
Given our interest is especially the role of electronic technology … we see that all of the elements listed above as increasingly evolving because of developments in electronic technologies. This is the purpose of CASE Insights, to explore and document this evolution.
« CASE Insights: Exploring Marketing’s Evolution Through Technology »
