Marketing is dead; long live marketing: Attracting consumers in the post-mass marketing era (Landor Perspectives 2009)

Martin Bishop

This paper argues that brands need to innovate constantly, stand for something and engage customers if they are to prosper in this new era of fragemented media and intense competition.

Landor Perspectives 2009 – Marketing is dead; long live marketing: Attracting consumers in the post-mass marketing era

Martin Bishop is director of brand strategy in the San Francisco office of Landor Associates.

Not so long ago, other marketers and I had It easy. Sure, there were battles—we had to fight to protect our marketing budgets from those who wanted to feed the ravenous appetites of our retail “partners.” And even if we managed to keep some of our budget, our last big battle with our advertising agencies was to try to get one, just one, creative execution for a...

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