CREATING THE CONSUMER-CENTRIC COMPANY

These days, to speak of push or pull marketing is to date oneself hopelessly. Consumers are rapidly leaving behind the era when boundaries existed between demand, design, and dissemination of products. The notion of marketing itself may need revisiting, in so much as it is rooted in a world where "talking to" or "listening to" consumers is an activity with a beginning and an end, rather than a way of life. Companies today must strive to put the product and/or service package that any single consumer is looking for in front of him or her at the right time and in the right place. This is neither push nor pull; it represents a complete symbiosis between producer, product, delivery channel, and buyer.

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Table of Contents

From The Editor's Blackberry™

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1. Fulfilling the Potential for a Truly Consumer-Centric Marketing Culture by Patricia Graham

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2. The Consumer-Centric Marketer as Guru of Exponential Growth: Kelley Styring

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3. Informing Marketing Strategy and Tactics with Timely Guidance from Passionates, Early Adopters, and Point-of-Decision Consumers by Daniel Slotwiner and Audrey Rosen

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4. Targeting Hard-to-Reach Audiences for Marketing and Disease-Education Programs by Justin Edge

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5. Testing the Value of Media Engagement for Advertising Effectiveness by Paul Rittenberg and Maura Clancey

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6. The Motivation Connection in Consumer Research by Suzanne DuFore

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7. Thought Leader Forum: How to spot a consumer-centric company

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Books We Are Reading

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