Marketing Differentiators and the Corollary Mindset Shifts within the New Marketing

Theodor Purcarea

Holistic Marketing Management Journal, 2020, vol. 10, issue 1, 36-50

Abstract: There are major threats and challenges for the 21st century. Millennials, CX, B2C and B2B, AI, for instance, are key terms in marketing today. B2B buyers expect a more B2C-like CX, and B2B vendors need to provide them actionable insights, companies are trying to get competitive advantage by truly aligning marketing and sales, and the more customer-centric economy is favoring CRM startups, while CX is empowered by building an integrated CRM. Marketers are under pressure of holistically thinking about the customer journey, and overcoming his anxiety and friction, by considering adequate supply chain actions in response. Within the current more complex general context there is a real need of updating CMO’s responsibilities, the more so we are witnessing customers’ purchasing’s increase influenced more by the mental cost.

Keywords: Marketing differentiators; Millennials; CX; CRM; B2C; B2B; AI; Mindset shifts; New Marketing (search for similar items in EconPapers)
JEL-codes: L86 M31 M37 M38 O33 (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (1)

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