From the horse's mouth

Sid Simmons and Danielle Pinnington

Over the last ten years the amount of information that consumers receive each day has increased. Consumers are more sophisticated and acknowledge advertising but remain highly averse to irrelevant messages.

From The Horse's Mouth

Marketing in 2010

Danielle PinningtonandSid SimmonsIncite Marketing Planning

INTRODUCTION

 

Over the last decade, society has changed a lot but marketing only a little. Fifteen years ago the Cold War was still being fought; few countries outside the United States had more than five TV channels; mobile phones were the size of bricks, wielded only by rich executives; and the Internet was in its infancy. Nowadays, consumers are global in their aspirations and expectations; digital TV offers hundreds of channels; over 70% of western consumers have a mobile phone[1]and the...

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