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Veranderingen in marketingstrategie ° 2 aug 06

Door Rutger van Waveren | Alle berichten van Rutger

John Hagel beschrijft mooi hoe marketingstrategie aan het veranderen is. Zijn analyse van de onderliggende principes verwoord hij zo:

First, we are moving from a world of relatively scarce shelf-space to relatively scarce attention.

Second, costs of production and physical distribution are significantly declining on a global scale and customer acquisition and retention costs are rising. At the risk of over-simplification, value creation is shifting from businesses driven by economies of scale in production to businesses driven by economies of scope in customer relationships.

Layer in a third factor at work – the systematic and significant decline in interaction costs that make it easier for customers to identify vendors, find information about them, negotiate with them, monitor their performance and switch from one vendor to another if they are not satisfied with performance.

These three forces reinforce each other and help to explain the growing power of customers in markets around the world.

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