Consumers are reinventing marketing

Jim Stengel

Jim Stengel of P & G asserts that consumers are gaining control over areas previously owned by manufacturers and that the marketing industry has been slow to respond to the new landscape.

consumers are reinventing marketing

Will you be in touch or left behind?

Jim StengelThe Procter & Gamble Company

She shops at eBay and at Wal-Mart. She's value conscious but has high expectations for quality. She's time starved but makes purchase decisions carefully. She has a decreasing tolerance for advertising, but is surrounded by an increasing number of marketing messages from an exploding number of channels. She's today's consumer, she's in charge, and she's fed up with the business model most marketers are pursuing.

The consumer is gaining control over territory formerly owned by manufacturers like the Procter & Gamble...

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