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Why Today’s Marketers Are Getting It Wrong

In: Strategic Innovative Marketing

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  • Michael A. Belch

    (San Diego State University)

Abstract

There is no denying that the media landscape has changed, and that marketers must adapt to be successful in the future. Younger consumers (particularly Millennials) have become the center of attention for marketers. The consumer behaviors and the way this group uses media have led to drastic changes in the ways companies and organizations attempt to communicate with them. The result has been a “throwing out of the old, and replace with the new” mentality where traditional methods are no longer considered effective or even relevant. This discussion will explain why this new strategizing may be going in the wrong direction, starting with who is being targeted, the methods used to reach them, and the measurement of the results of these efforts

Suggested Citation

  • Michael A. Belch, 2017. "Why Today’s Marketers Are Getting It Wrong," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 529-532, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-56288-9_70
    DOI: 10.1007/978-3-319-56288-9_70
    as

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