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Bibliography Draft

(This is incomplete but I am submitting in hopes of receiving partial credit and more importantly feedback):

This is a draft list of references and resources that will be used on my final paper on the evolution of direct marketing and the communications technologies, behaviors and social needs that drove the distinction between broadcast (one to many) and communications (one to one).  I will also look at the convergence of these patterns of communication and the impact they have on us as consumers: Continue Reading »

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I have become very interested in learning how Christensen’s Disruptive Innovation theories explain the events that have, and continue to, shape innovation today.  Having a career that has spanned over the past 20 years, primarily in technology-enabled organizations, the more I read about disruptive innovation and business model theories, the more I can relate them directly to some of my own work experiences.  It’s one of those “if I knew then what I know now” things. The Harvard Business Review article, “Reinventing Your Business Model”, touches on the primary factor to enabling disruptive innovations to occur.  Without an innovation-driven ecosystem, disruptive innovation cannot occur.  Continue Reading »

Com 546 Book Report:  Roy Church and Andrew Godley (Editors), 2003. The Emergence of Modern Marketing.  London, Frank Cass and Co.

What does Madame Tussaud, Unilever, General Motors, the Motion Picture industry have in common? Their early stories, influences and business development practices represent the economies of marketing, which was impacted by politics, war and the leaders of their time.  Their business experiences have shaped the way we think about marketing today.  The channels may be different, but the disciplines and principles are the same.

This book is a collection of 7 essays representing a historical view of businesses and the values, processes and resources that shaped modern marketing.  Each going through the cycles of real or potential disruption.  And each demonstrating the systematic marketing practices that made or broke their success.  Themes that pepper these essays include product distribution, diversification, product development, market research, selling strategies, advertising and branding. Continue Reading »

I read this article with great interest, having worked for several
technology companies over the past 20 years. Disruption drives innovation, but
market leaders are not always prepared to create this disruption, which is
necessary for this type of innovation to occur. Of course companies are going
to cater to the needs and input of the customers that represent the lions share
of their business. They have to stay close to their customers to keep these
customers and grow market share within this customer base. As Bower and
Christensen point out, this often blinds companies of new technologies in
emerging markets. Continue Reading »

According to Wikipedia, “Direct marketing is a form of advertising that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio. Businesses communicate straight to the consumer with advertising techniques such as fliers, catalogue distribution, promotional letters, and street advertising”. The earliest example of direct marketing occurred around 1000 B. C. when an Egyptian landowner wrote on a piece of papyrus an advertisement for the return of a runaway slave.  In modern-day times, direct marketing really took off when Gutenberg invented the printing press. The evolution of printing techniques drove the evolution of direct marketing…at
least until today.  Today, through web-based tools and social communities, we have the ability to target audiences through their online habits both behaviorally and contextually, serving us messages that are personally addressed to us, recognizing our tastes, likes, dislikes and needs. Additionally, we, as consumers become the marketer in the way that we use these tools and communities to carry messages word of mouth. Continue Reading »

In the introduction of “Seeing What’s Next”, Christensen quotes the old saying “give a man a fish and  it will feed him for a day.  Teach him how to fish and you feed him for a lifetime”.  After spending 20+ years riding the technology wave in my career, I feel like I am learning how to fish.   Really wish I had this perspective 20 years ago.  I look back at the tumultuous ride of many of the technology companies I was attached to and now have a better understanding as to why things occurred the way they did, and the role this evolution played in shaping these businesses and further technology advancements. Continue Reading »

Ever-expanding digital technologies push businesses and agencies to shift their marketing at rapid pace.  With these additional technologies new marketing channels emerge, and with these new channels come a barrage of messages.  We as consumers don’t always know where to look.   I am fascinated by the creative ways in which marketers harness these digital technologies and channels to drive their business and develop brands. For my term project, I will focus on digital technologies that change the way we market, and how consumers absorb marketing messages through these channels.  As a marketer and consultant, this is not only a relevant topic for me to explore, but valuable knowledge for me to understand to enhance my ability to develop strategic marketing recommendations on behalf of my clients.