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Contemporary Marketing Practice and the Five Changes Challenge

In: The New Global Marketing Reality

Author

Listed:
  • Richard Brookes
  • Roger Palmer

Abstract

In the last chapter we examined ‘inflection points’ and their implications. When considering the impacts of the Internet and IT-enabled interactivity as an inflection point, we ended up asking whether this was leading to an organizational transformation, and concluded there were a number of differing views on this. For example, the Internet is seen as: changing everything; as a tool; or as a channel. For others, its impact is seen in a more balanced fashion, in that companies need to integrate both their ‘bricks’ and their ‘clicks’ according to their situation. From that we asked the question, do organizations see an organizational transformation as necessary in order to incorporate IT-enabled interactivity, or is it merely a case of using ITenabled interactivity either to reinforce or to enhance the status quo?

Suggested Citation

  • Richard Brookes & Roger Palmer, 2004. "Contemporary Marketing Practice and the Five Changes Challenge," Palgrave Macmillan Books, in: The New Global Marketing Reality, chapter 0, pages 183-210, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50857-6_8
    DOI: 10.1057/9780230508576_8
    as

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