MediaPost Publications - Fast Forward: Is Mass Marketing History About To Repe... - The Diigo Meta page

• 24 Dec 06
  

  Kerri
• 

  david

  marketing mktg2.0

  • But the Web is back and has triggered a shift toward the third wave of consumer marketing: one that puts consumers in control.
  • the power of consumer marketing shifted to mass retailers due largely to the deployment of universal product code (UPC) and electronic scanner technologies, which put consumer marketing intelligence into the hands of the retail trade
  • 1980s
  • It was a period that radically altered marketing budgets, driving both consumer and trade promotion spending: consumer promotions to drive customers into stores and trade promotion to push brands within the stores. Marketers bent so far backward in their promotional support that for a while it looked like advertising might take a subordinate role in the marketing mix.
  • The first wave occurred after World War II, when pent-up consumer demand coupled with the most powerful media selling tool of all times - television - created mass marketing as we know it. It was a period in which the biggest brands and consumer marketing organizations were born.

  3 more annotations...

Would you like to comment?

Join Diigo for a free account, or sign in if you are already a member.