The Marketing Mavens

Synopsis:

Over the past dozen or so years, globalization has turned business on its head. For almost a half century, from the late 1940s until the 1990s, the overriding factor that dominated the economic scene was scarcity of supply. Companies did not have to be all that good, much less great, and competitive innovations in another country or region presented little threat. If somebody, somewhere, found a better way to do something, there was plenty of leeway to ignore it or slowly acquiesce to change. Companies no longer have the luxury of such behavior, and customers no longer dance to their tunes. Today, the overriding factor that dominates the economic scene is scarcity of demand. Notwithstanding dozens of bloody civil, local, and regional wars, a half century of peace in the world at large has combined with technological advances and other forces to foster substantial economic growth, not only in the United States and western Europe but also in Asia, Australasia, and South America. As a result, the next innovation, the next killer competitor may come from anywhere, anytime, to take your customers