New Approaches to Marketing Analytical Essay by Nicky

An overview of new approaches to marketing.
# 146590 | 1,432 words | 5 sources | APA | 2011 | US
Published on Jan 04, 2011 in Business (Marketing) , Computer and Technology (Technology)

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This paper explores current marketing methods, suggesting that a new approach is needed built on the relationship of both consumers and the product sellers. The paper draws on the research of several experts in the field of marketing, with particular emphasis on Karl Moore and his work, "The 'Marketing Concept'--RIP." Next, the paper evaluates Moore's thesis that customer centered marketing should be replaced with a better impression of the company and its product and technology. The paper also shows how during the economic downturn companies are using more creativity and innovation to promote business. The paper concludes by critiquing Moore's outlook as short-sighted and not seeing the benefit of partnering with the customer.

From the Paper:

"Moore continues that over the years, those companies that relied on the marketing concept sent out market researchers to survey product users on changes they would like to see in the next version. Using the walk man as an example, he argues that this approach is not feasible any longer, especially with high-tech. The average consumer cannot conceive of what they want, because they do not know until they see it. Yet, this is not only a problem with these higher technology products, but for most organizations. The market concept is outdated like the boomers that conceived of it and needs to retire."

Sample of Sources Used:

  • Drucker, P.F. (1954) The Practice of Management. Harper & Row.
  • Ferrell, O.C., & Lucas, G.H. (1987) An Evaluation of Progress in the Development of a Definition of Marketing, Journal of the Academy of Marketing Science, 15(3) 12-136
  • Houston, F.S. (1986): The Marketing Concept:: What It Is and What It Is Not, Journal Of Marketing 50, 81-87.
  • Keith, R.J. (1960): The Marketing Revolution Journal of Marketing 24, 35-38.
  • Moore, K. (2006) The Marketing Concept. RIP Marketing Magazine, 24

Cite this Analytical Essay:

APA Format

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MLA Format

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