Marketing Management: 1980's To Present
This paper intends to explore the changes and shifts in the marketing environment from the 1980's to present in light of the changes and adaptations that management has been faced with in the past two decades.
The decade of the eighties witnessed shifting and shaping in the transitioning global market. There were "three-tier protectionist" system as follows:
Traditional self-reliance
Private consumer advocate groups and organizations
Pro-consumer government regulatory apparatus
An article entitled "Assessing Marketing Performance" written by Bonoma and Clark in 1988 is one that doesn't stop at efficiency and effectiveness in marketing assessment of performance. The article they wrote suggests the following:
The proper evaluation of marketing activities can be performed only at the level of the marketing programs. Forget overall "marketing audits" of your structures of low level looks at advertising or sales performance, if you want to understand marketing performance
2. Satisfaction is weighted by effort to measure marketing performance. Perversely, and in compete contravention of the Protestant ethic performance is maximized from gaining the greatest satisfaction with the least effort. Low effort means high performance.
3. Whether or not a marketing program is productive depends not only on management's satisfaction and efforts, but on factors in the external environment as well. As a rule, most managers do not examine these external factors enough. Further stated...
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