| The world, in which marketing works, has | | | | marketing researches and practice varied |
| changed. New channels and technologies | | | | together with change of environment? The most |
| transform media, through which marketing | | | | part of marketing efforts of all companies today |
| influences the consumer. The virtual worlds give | | | | is concentrated to the developed world, instead |
| new significance to concept of marketing "place". | | | | of developing where the huge quantity of new |
| Joint projects, for example, the open software | | | | opportunities is hidden. |
| and Wikipedia transform the consumer to the | | | | In the new world marketing should play more |
| co-author. New technologies transformed mass | | | | significant role in the company, to be not just |
| media in more customized, having made | | | | "one more division", but also the key. Whether |
| unpredictable feedback from the traditional | | | | marketing is ready to such state of affairs? |
| advertising. | | | | Whether it is ready to cooperate more closely |
| All this has led to the occurrence of new breed of | | | | with the finance, management and other spheres |
| consumers. They expect, that companies will | | | | in the company, or it still remains the separate, |
| provide them with customization (or will make it | | | | isolated discipline? |
| mine), will create communities (will allow me to be | | | | The last century marketing was exact. Tools |
| a part of them) and will supply people with search | | | | have lifted the level of accuracy and have led to |
| and tools for decision-making. The era of the | | | | understanding of the fact, that marketing can |
| passive consumer has sunk into the past. | | | | bring its contribution to the development of the |
| Such shift in attitudes between consumers and | | | | company. But today the market challenges and it |
| the companies is the most fundamental change in | | | | is necessary to refuse the use of old tools, which |
| the history of marketing, much more dramatic, | | | | are concentrated to the decision of problems of |
| than refusal from "product's orientations" in favor | | | | the past, and to search new, which will help to |
| of "orientations to the market". And whether | | | | solve problems of the future and the present. |