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Essay text:
Top-down marketing is becoming
bottom-up. Transaction marketing is giving way to relationship
marketing. One-way or broadcast marketing is moving to an interactive
style to encourage a dialogue with the customer. And mass marketing is
shifting to a customized, one-on-one method of reaching individual
customers.
Because of fierce competition, long-term competitive advantages often
are no longer sustainable. The policy to be followed, says d'Aveni
(1994) is one of continuous market disturbance in order to create
"temporary" competitive advantages. Hamel and Prahalad (1994) suggest
that firms should look almost continuously for new opportunities...
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