Shifts in Marketing From marketing does the marketing to everyone does the marketing From organization by products units to organizing by customer segments From being local to being glocal'-both global and local ncrease technology From making everything to buying more goods and services from outside From emphasizing tangible assets to emphasizing intangible assets increasing consumer expectations From relying on old market positions to uncovering new ones From building brands through advertising to building brands through performance and integrated communications 2008-3-5 Marketing Management ( UG)2008-3-5 Marketing Management (UG) 12 Shifts in Marketing • From marketing does the marketing to everyone does the marketing. • From organization by products units to organizing by customer segments. • From being local to being “glocal”—both global and local. • Increase technology. • From making everything to buying more goods and services from outside. • From emphasizing tangible assets to emphasizing intangible assets increasing consumer expectations. • From relying on old market positions to uncovering new ones. • From building brands through advertising to building brands through performance and integrated communications