AP 049 – Marketing – Quo Vadis? – Documentation of the 15th IMMS Conference July 7th/8th 1988 with Professor Philip Kotler

Beschreibung

Marketing – Quo Vadis? – Documentation of the 15th IMMS Conference July 7th/8th 1988 with Professor Philip Kotler

Gegenstand: Future Trends and Developments of Marketing

Art des Arbeitspapiers: Documentation of the 15th IMMS Conference

Methode: Summary of delivered speeches and subsequent discussions

Ziele:

• Present the essentials of the Conference to a broader public
• Give a cross-section of ideas of leading businessmen.and academicians from different fields of marketing on relevant perspectives of the general marketing concept, marketing strategies, market driven innovation and market communications
• Compare the view of Arnerican and European experts on the direction of future developments in marketing

Zentrale Ergebnisse:

• In the light of a rapid Pace of innovation, the llclassical dialoguew between marketing and the consumer will convert into a „trialogue“ between marketing, consumers and the technology development function
• Progress in the field of production and communication technologies will influence the way of customeroriented marketing. Mass customization, and the newly introduced concept of „Turbo Marketing“ by Prof. Kotler will be promising pathways to future corporate success 
• Corporate structures will become leaner. Deverticalization and desintegration may lead to „pure marketing companies“
• Changes in comsumer behavior, changes in corporate behavior, changes in media and changes in product policy and branding will shape marketing communications. One of the major challenges to overcome is the phenomenon of worldwide „brand parity perception“
• Altogether, marketing of the 90s will be characterised by internalization, integration, information technologies and innovation. Pioneer marketing, personalization, perceived profile and perceived value become the cornerstones of success.

Zielgruppe: Top Managers / Marketing Academicians / Marketing Managers