My New Zealand

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The future of marketing – on newsstands today

mm-150pxl.jpgIs it possible that we’ve had marketing wrong all these years? That’s what they’re asking in the ivory towers (and basements) of academia – and they might just be right.

In this month’s NZMarketing Magazine I try to boil down and dejargonise the amazing developments in academia in the last few years. Service-dominant logic is the name of a new … well, it’s not even a theory yet, so maybe it’s a concept. So what does it mean?

It means that everything we buy and sell is essentially a service. It’s a pretty simple concept, but our entire commercial infrastructure – from education to business structure to the way we measure the economy – is based on goods.

Many things will need to change, and they’ll take time to change. Best get your copy of NZMarketing now and get a head start on the people who’ve never heard of service dominant logic.

Update: here’s the full story (PDF)

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3 comments for “The future of marketing – on newsstands today

  1. May 8, 2010 at 4:36 am

    I’ve been been doing conducting a reasonable level of research on direct marketing for a new piece of writing that i’m doing and simply felt like stating that you web page is very rock solid. Thanks for the topical guidance you have come up with.

  2. Simon
    May 8, 2010 at 11:30 am

    Thanks so much, Paulette!

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