Post by account_disabled on Feb 18, 2024 0:16:09 GMT -4
For each discipline, the dominant focus was on two of the three central players in the business: companies for both disciplines plus customers for one, multiple competitors for the other. But over time, both disciplines have recognized the need to integrate the third actor more centrally into their work. Michael Porter provided a push to include the customer more centrally in strategy with his introduction of differentiation as a generic strategy.
For that strategy, a company needed to deeply understand customers to provide them with unique value. Next, design elements, including deep ethnographic Mobile Phone Number understanding of users and rapid, iterative prototyping with them, were incorporated into the strategy . At the same time, marketers increasingly recognized that the role of competitors needed to be more fully integrated into their discipline.
For example, in 1985 the Journal of Marketing Research, the leading academic marketing journal, devoted an entire special issue to Competition in Marketing. In 2009, marketing guru Professor Philip Kotler declared that the marketing discipline was in its fifth era, the era of holistic marketing, which recognized the more inclusive view of actors that the marketing discipline had adopted in the modern era.