Marketing Publications in the New Economy

1
Marketing Publications in the New Economy

• Society for Scholarly Publishing
• June 8, 2006

2
Marketing

• The process of planning and executing the
  conception, pricing, promotion, and distribution
  of ideas, goods, and services to create exchanges
  that satisfy individual and organizational goals.
• American Marketing Association

3
The Old Economy

• Based on the Industrial Revolution
• Manufacturing focus
• Standardized processes
• Efficiency
• Focus on profitable transactions
• Organized by product units
• Minimal customer satisfaction measurement

4
The New Economy

• Based on the Digital Revolution
• Information management focus
• Customization, personalization
• Speed
• Focus on customer retention/lifetime value
• Organized by customer segments
• Measure customer satisfaction retention

5
Major drivers

• Digitalization connectivity
• Bits carried over networks (wired or wireless)
• Disintermediation reintermediation
• Bricks vs. clicks
• Customization customerization
• Customized products/customized marketing
• Industry convergence
• Blurring of industry boundaries

6
Our Panel

• Alma Wills
• The Kaufman-Wills Group, LLC
• Nancy Collins
• Greenbranch Publishing, The Journal of Medical
  Practice Management
• Greg Urquhart
• Nature
• Colleen McCarthy
• Dow Jones Company, The Wall Street Journal
  Online