Chapter 1
Marketing in the 21st Century: How Quickly Things Have Changed |
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The thesis of this book is that marketing in the twenty-first century is different from and better than it was in the twentieth century. Businesses that take advantage of these changes can expect to grow more quickly and more profitably than ever before.
The landscape of twenty-first century marketing is dominated by the Internet. But the Internet includes at least a dozen viable channels, many of which can exploited by marketers who have traditionally kept to a single channel in the past.
The Internet has made it possible for local companies to market nationally and national companies to sell to the whole, wide world. The radically cheaper cost of digital storage and delivery has permanently altered almost every business in the information industry, from record and book sellers to legal services to investment advice, medical research, and entertainment. The ease and low cost of investigating businesses and products through Google and other search engines has made customers feel more comfortable about doing business online. Bad businesses are easier to identify and avoid. Good businesses get free publicity as a result of discussions about them and their products among their customers and prospective customers.
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