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    From Marketing Myopia to Contemporary Marketing: Transformations in Marketing in the Context of Digitalization and Sustainability
    From Marketing Myopia to Contemporary Marketing: Transformations in Marketing in the Context of Digitalization and Sustainability
    From Marketing Myopia to Contemporary Marketing: Transformations in Marketing in the Context of Digitalization and Sustainability
    Ebook176 pages3 hours

    From Marketing Myopia to Contemporary Marketing: Transformations in Marketing in the Context of Digitalization and Sustainability

    By Beba Rakic and Mira Rakic

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    About this ebook

    Transformations vs. myopia? Survival vs. myopia? Sustainability vs. myopia? Should one stay myopic or transform marketing? Who should and how should one transform marketing in the new context? These are the questions for organizations, governments, academics and all actors in business and marketing. The solution is the dynamic marketing microchip – the mindset inside actors. This book presents marketing for the 21st century.

    The world has been transforming itself. Changes in the environment influence changes in business and marketing. The 21st century is the century of digitalization, co-creating value and sustainability orientation. Traditional marketing is insufficient for success in a dynamic environment. Marketing must transform itself. Understanding myopia is the first and the most difficult step. The second step is the application of the new marketing formula in a dynamic context. In the 21st century, marketing integrates changes in the contemporary environment "inside" business. 


    This book is first of all an appeal to actors for transformations from marketing myopia to contemporary marketing. This book represents the "software" for actors with a new marketing formula. The new marketing recipe for the 21st century is the integration of the digital, co-creative and sustainability-oriented mindsets inside actors in contemporary marketing.
     

    Discover the Things Influencing Changes in Marketing

    1. In the 21st century, the key competitive advantage of actors is the speed in transformations and innovations.

     

    2. The two trends influencing business and marketing are digitalization and sustainability orientation.

     

    3. The context is being changed. Consumer behavior is being changed. Marketing must change. Let us face it – traditional marketing is not sufficient. Digital marketing is a response to the digital context. However, digital marketing is not sufficient, either. Digitalization creates a greater opportunity for prosumers in prosumption and a greater co-creative potential. Co-creative marketing is not sufficient, either. Actors' sustainability orientation has an influence on sustainability-oriented marketing. Sustainability-oriented marketing is not sufficient, either. The redirection from "traditional" towards "only" digital, or co-creative, or sustainability-oriented marketing is a "black and white" picture of marketing. Contemporary marketing integrates traditional, digital, co-creative and sustainability-oriented marketing.

     

    4. The dynamic marketing microchip integrates traditional, digital, co-creative and sustainability-oriented marketing microchips "inside" marketing activities in real time. 

     

    5. The future belongs to actors with the innovations of the traditional, digital, co-creative and sustainability-oriented mindsets.

     

    6. In the focus of individuals, there will be digitalization, co-creating value and the sustainability-oriented mindset. In the focus of organizations, there will be digitalization, co-creative and sustainability-oriented business. In the focus of governments, there will be the digital, co-creative and sustainability-oriented economy.

     

    LanguageEnglish
    PublisherB & M ®
    Release dateJan 7, 2023
    ISBN9781386081791
    From Marketing Myopia to Contemporary Marketing: Transformations in Marketing in the Context of Digitalization and Sustainability

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      Book preview

      From Marketing Myopia to Contemporary Marketing - Beba Rakic

      Also by Beba Rakic

      Sustainability-Oriented Mindset : Revolutionary Role of Sustainability Marketing as the Driver of Transformations for Sustainability

      From Marketing Myopia to Contemporary Marketing: Transformations in Marketing in the Context of Digitalization and Sustainability

      Also by Mira Rakic

      Sustainability-Oriented Mindset : Revolutionary Role of Sustainability Marketing as the Driver of Transformations for Sustainability

      From Marketing Myopia to Contemporary Marketing: Transformations in Marketing in the Context of Digitalization and Sustainability

      To Participants and Observers of the Marketing (R)evolution

      Users of products/services are in the focus of marketing. This page is left exactly to you who are reading these lines, to you who are going to read the book, come up with ideas, write significant pages and/or take significant steps in the marketing (r)evolution.

      So far, this first page has been half full. We are sure that this book will stimulate numerous readers to write their own pages in their own marketing (r)evolutions. It would be our pleasure if you informed us about your success in marketing by sending us a letter to the below addresses:

      Beba Rakic, brakic@gmail.com   Mira Rakic, rakic.mira@gmail.com

      From Marketing Myopia to Contemporary Marketing:

      Transformations in Marketing in the Context of

      Digitalization and Sustainability

      Integration of Traditional, Digital, Co-Creative and Sustainability-Oriented Mindsets Inside Actors in Contemporary Marketing

      Beba Rakic

      Professor of Marketing Management

      Faculty of Business Studies, Megatrend University

      ––––––––

      Mira Rakic

      Professor of Marketing

      Faculty of Business Studies, Megatrend University

      Cover image: Nemanja Radovanovic

      Cover design: Nemanja Radovanovic

      Text copyright ©  2023 Beba Rakic and Mira Rakic

      All Rights Reserved

      Also by Beba Rakic and Mira Rakic, available at ebook retailers:

      Sustainability-Oriented Mindset: Revolutionary Role of Sustainability Marketing

      as the Driver of Transformations for Sustainability

      ––––––––

      To Participants and Observers of the Marketing (R)evolution

      Users of products/services are in the focus of marketing. This page is left exactly to you who are reading these lines, to you who are going to read the book, come up with ideas, write significant pages and/or take significant steps in the marketing (r)evolution.

      So far, this first page has been half full. We are sure that this book will stimulate numerous readers to write their own pages in their own marketing (r)evolutions. It would be our pleasure if you informed us about your success in marketing by sending us a letter to the below addresses:

      Beba Rakic, brakic@gmail.com

      Mira Rakic, rakic.mira@gmail.com

      Beba Rakic

      Professor of Marketing Management

      Faculty of Business Studies, Megatrend University

      Mira Rakic

      Professor of Marketing

      Faculty of Business Studies, Megatrend University

      CONTENTS

      Preface

      Introduction

      PART I

      Understanding Marketing Myopia in the Twenty-First Century

      1.1. The Roots of the Myopia Culture and the Sustainability Culture

      1.2. Actor Myopia Types

      1.3. Causes and Consequences of Actor Myopia

      1.4. Impacts of Digitalization on the Speed as a Competitive Advantage

      1.4.1. Impacts of Digitalization on Consumer Behavior

      1.4.2. Impacts of Digitalization on Organizations

      1.5. Interdependence Between Digitalization, Value Co-Creation, Sustainability Orientation, Sustainable Development and Sustainability

      1.6. Transformations in Marketing in Traditional, Digital, Co-Creative and Sustainability-Oriented Contexts

      1.7. Effects of Accepting and Applying the Dynamic Marketing Microchip: the Mindset Inside Actors

      PART II

      Consumer Myopia

      2.1. The Cycle of the Self-Directing of Families and Individuals: the Self-Advancement or Self-Destruction Cycle of Families and Individuals

      2.1.1. Families’ Myopia

      2.1.2. Individuals’ Myopia

      2.1.3. Individuals’ Double Myopia

      2.2. Factors Influencing Consumer Myopia

      2.2.1. Unknowledge

      2.2.2. Influences of the Media and Commercials on Buying Products

      2.2.3. Buying Power

      2.2.4. The Fast Lifestyle

      2.2.5. Consumer Fragmentation and (Un)Connectedness

      2.2.6. The Consumer’s Lack of Power

      2.3. Factors Influencing the Avoidance of Consumer Myopia

      2.4. A Dilemma About Satisfying Consumer Needs and Wants

      PART III

      Marketing Myopia of Organizations and Macro-Myopia

      3.1. Twofold Marketing Myopia of Organizations

      3.1.1. Twofold Marketing Myopia of Organizations

      3.1.2. Double Marketing Myopia of Schools and Universities

      3.1.3. Double Marketing Myopia of the Media

      3.2. Is Organizational Myopia Conscious or Unconscious?

      3.2.1. Questions and Imperatives for Survival in the 21st Century

      3.2.2. Dissatisfaction of the Masses as an Invisible Strength

      3.3. Self-Deceiving Cycle and Myths of Organizations

      3.4. Macro-myopia

      3.4.1. Government Myopia

      PART IV

      Marketing in the Twenty-First Century: the Design of Platforms in the Traditional, Digital, Co-Creative and Sustainability-Oriented Contexts

      4.1. Consumer Lifestyle in the Twenty-First Century

      4.1.1. Digital Lifestyle and Co-Creative Lifestyle

      4.1.2. Sustainability-Oriented Lifestyle

      4.1.3. Contemporary Lifestyle

      4.2. New Marketing Formula for the 21st Century

      4.2.1. Factors Influencing Transformations in Marketing

      4.2.2. Traditional Marketing

      4.2.3. Digital Marketing

      4.2.4. Co-Creative Marketing

      4.2.5. Sustainability-Oriented Marketing

      4.2.6. Contemporary Marketing

      PART V

      Process of Avoiding Myopia: Marketing (R)Evolutions of Actors

      5.1. Recommendations for Avoiding Actor Myopia

      5.2. Actors’ Activities in the Process of Avoiding Myopia

      5.2.1. Countries’ Governments’ Activities in Avoiding Myopia

      5.2.2. School and University Activities in Avoiding Myopia

      5.2.3. Media Activities in Avoiding Myopia

      5.2.4. Profit Organizations’ Activities in Avoiding Myopia

      5.2.5. Families’ Activities in Avoiding Myopia

      5.2.6. Individuals’ Activities in Avoiding Myopia

      5.3. Is Survival Influenced More by Consumer Myopia, Marketing Myopia or Macro-Myopia?

      5.4. Evolution or Revolution in the Process of Avoiding Myopia

      Conclusions

      A View into the Future?

      Speed is the key competitive advantage

      About the authors

      Preface

      Transformations vs. myopia? Survival vs. myopia? Sustainability vs. myopia? Should one stay myopic or transform marketing? Who should and how should one transform marketing in the new context? These are the questions for organizations, governments, academics and all actors in business and marketing. The solution is the dynamic marketing microchip – the mindset inside actors. This book presents marketing for the 21st century. The world has been transforming itself. The 21st century is the century of digitalization, co-creating value and sustainability orientation. The speed is the key competitive advantage. Changes in the environment influence changes in business and marketing. Traditional marketing is insufficient for success in a dynamic environment. Marketing must transform itself. Understanding myopia is the first and the most difficult step. The second step is the application of the new marketing formula in a dynamic context. In the 21st century, marketing integrates changes in the contemporary environment inside business.

      Organizations, governments, academics and all actors in business and marketing are being faced with a dilemma: Transformations vs. myopia? That is not the question. Transformation is a condition for the survival of actors. How should business and marketing be transformed in the new context? That is the question. This book is first of all an appeal to actors for transformations from marketing myopia to contemporary marketing. This book represents the software for actors with a new marketing formula (in the context of digitalization, value co-creation and sustainability orientation). The new marketing recipe for the 21st century is the integration of the digital, co-creative and sustainability-oriented mindsets inside actors in contemporary marketing.

      Why this book?

      This book offers insights into the key transformations from marketing myopia to contemporary marketing via the marketing (r)evolutions of organizations, governments and academics. Integrated marketing is an imperative. The building blocks of contemporary marketing are: traditional, digital, co-creative and sustainability-oriented marketing.

      Discover the Things Influencing Changes in Marketing

      In the 21st century, the key competitive advantage of actors is the speed in transformations and innovations.

      The

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