Hulbert, B. J.
The impact of technology on marketing: early 1990s to today.
In, Academy of Marketing Conference 2010 Transformational Marketing, Coventry, UK,
06 - 08 Jul 2010.
Full text not available from this repository.
This paper discusses the impact of technology on marketing practice in the last twenty years and proposes a new conceptual framework for marketing management called the New DNA of Marketing™.
The paper is based on many discussions with academics and practitioners over a two year period examining developments in both data driven marketing and digital marketing communications. It is was clear from these discussions that the nature of marketing management has seen a paradigm shift over the last 15 to 20 years, with new concepts and ideas replacing time worn concepts such as the marketing mix.
In producing a new conceptual framework the bio-metaphor provides a useful descriptive model. In the biological world the DNA molecule is made up of a two stranded chemical structure, the double helix. In the marketing DNA model these represent the two key roles of marketing - its customer facing role and its organisation facing role; the chemicals being the marketing activities that enable those two roles to be performed. Again, biologically, the DNA molecule contains the instructions needed for an organism to develop, survive and reproduce (National Human Genome Research Institute, 2010) and similarly it can be said the marketing DNA contains the knowledge, skills and tools to enable an organisation to compete and develop.
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