Marketing communications in a post-modern world

摘要

Inexorably, the juggernaut of marketing communication is changing shape, metamorphosing into new configurations and forms as a result of the underlying technological revolution and in the face of ongoing recessionary influences. For the first time in history, people are now exerting more influence and control over marketing processes. The media are moving in tandem with the technological drivers. Consumers and customers from Gen X, Y and Z and their forerunners are different. They have different wants, needs and desires. They access and use technologies in different ways. This is saying no more and no less than markets drive businesses - and that has always been the case - but it is more evident now than in the past. Macro-marketing to niches, segments or unitary markets seems the way forward. And marketers and managers must change too. The pews of yesterday's macro-marketing cathedrals of capitalism are being filled by the new posteriors of Gen X, Y and Z, among them many who understand the dynamics of markets today.