From Marketing Myopia to Contemporary Marketing: Transformations in Marketing in the Context of Digitalization and Sustainability

Business & Finance, Marketing & Sales, International

• Author: Beba Rakic, Mira Rakic
• ISBN: 9781386081791
• Publisher: Beba Rakic
• Publication: July 10, 2017
• Language: English

Changes in the environment influence changes in business and marketing. The 21st century is the century of digitalization, co-creating value and sustainability orientation. Traditional marketing is insufficient for success in a dynamic environment. Marketing must transform itself. Understanding myopia is the first and the most difficult step. The second step is the application of the new marketing formula in a dynamic context.

Transformations vs. myopia? Survival vs. myopia? Sustainability vs. myopia? Should one stay myopic or transform marketing? Who should and how should one transform marketing in the new context? These are the questions for organizations, governments, academics and all actors in business and marketing. The solution is the dynamic marketing microchip – the mindset inside actors. This book presents marketing for the 21st century.

The world has been transforming itself. Changes in the environment influence changes in business and marketing. The 21st century is the century of digitalization, co-creating value and sustainability orientation. Traditional marketing is insufficient for success in a dynamic environment. Marketing must transform itself. Understanding myopia is the first and the most difficult step. The second step is the application of the new marketing formula in a dynamic context. In the 21st century, marketing integrates changes in the contemporary environment “inside” business. 

This book is first of all an appeal to actors for transformations from marketing myopia to contemporary marketing. This book represents the “software” for actors with a new marketing formula. The new marketing recipe for the 21st century is the integration of the digital, co-creative and sustainability-oriented mindsets inside actors in contemporary marketing.

Discover the Things Influencing Changes in Marketing

1. In the 21st century, the key competitive advantage of actors is the speed in transformations and innovations.
2. The two trends influencing business and marketing are digitalization and sustainability orientation.
3. The context is being changed. Consumer behavior is being changed. Marketing must change. Let us face it – traditional marketing is not sufficient. Digital marketing is a response to the digital context. However, digital marketing is not sufficient, either. Digitalization creates a greater opportunity for prosumers in prosumption and a greater co-creative potential. Co-creative marketing is not sufficient, either. Actors’ sustainability orientation has an influence on sustainability-oriented marketing. Sustainability-oriented marketing is not sufficient, either. The redirection from “traditional” towards “only” digital, or co-creative, or sustainability-oriented marketing is a “black and white” picture of marketing. Contemporary marketing integrates traditional, digital, co-creative and sustainability-oriented marketing.
4. The dynamic marketing microchip integrates traditional, digital, co-creative and sustainability-oriented marketing microchips “inside” marketing activities in real time. 
5. The future belongs to actors with the innovations of the traditional, digital, co-creative and sustainability-oriented mindsets.
6. In the focus of individuals, there will be digitalization, co-creating value and the sustainability-oriented mindset. In the focus of organizations, there will be digitalization, co-creative and sustainability-oriented business. In the focus of governments, there will be the digital, co-creative and sustainability-oriented economy.