Professor Brown's Criticisms the Intent Essay

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Defending the Criticism of Professor Brown

With the exceptional growth of Web 2.0 technologies (O'Reilly, 2005) and the ubiquity of access to the Internet which is fostering social networking applications' growth (Bernoff, Li, 2008), companies are no longer necessarily in control of their brands, their customers are. The need for being able to create collaborative relationships with customers is critical for the growth of companies long-term. The complexity and depth of these relationships surpasses and in many cases make obsolete the concepts of Kotler (1986). The stage-based approach to quantifying market conditions fro a macroeconomic standpoint and then creating customer profile analysis neglects the rapidly changing voice of the customer (Brandt, 2008) and also neglects the groundswell effect of market conditions over time, enabled by social networking applications (Bernoff, Li, 2008).

Longitudinal analyses of innovation also shows that it is not in the investing in massive R&D that ensures a high degree of new market success, but the series of decisions made that align a company with the unperceived needs of customers that matter most (Kim, Mauborgne, 2004).

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To accomplish these non-linear and creative approaches to determining the direction of markets is needed. The old structures and frameworks of Kotler (1986) fail to reflect the more complex and highly interrelated aspects of how markets are created and sustained today. Clearly the need for creating more agile market approaches is necessary if viable marketing strategies are going to be created. The fact that Dr. Brown underscores the need for creative is a valid one. Without a strong focus on staying agile and focused on overall market needs can a company hope to continually stay relevant in the product and services strategies they create. The bottom line is that one-size-fits-all marketing frameworks, structures and strategies no longer apply. To survive companies need agile strategies......

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