Marketing: Trends and behaviour patterns

• Main Authors: Salai Suzana, Kovač-Žnideršić Ružica
• Format: Article
• Language: English
• Published: Visoka poslovna škola strukovnih studija, Novi Sad 2012-01-01
• Series: Škola Biznisa
• Subjects: holistic marketing; the customer; values; talent; knowledge
• Online Access: http://scindeks-clanci.ceon.rs/data/pdf/1451-6551/2012/1451-65511201015S.pdf

In order for marketing to act proactively, it must acknowledge the trends (mega and metatrends) which anticipate future changes reagrding the customer as well as changes in consumption, regarding products and rivals. From yesterday's industrial era, through space conquering era and today's dominating information era, the world is turning toward 'the era of the man'. Human potential (talent, innovativeness, creativity) grows to be the main determinant of economic development will have to face new reality which will have higher importance for management companies and individuals, as well. Societies and economies underlay significant transformations on a daily basis which occur randomly. Whatsoever, it might seem to the observer that these transformations are almost tangible. For example, the presently overwhelming business models are shored to be redefined in the forecoming period. Present models that rose out of the recent recession have imposed hard times to societies which will probably strengthen them. It will be necessary to reconcept the social system and redefine values. In marketing and business the upcoming of new power calls for new conceptions and practice. Marketers understand the need for a full, cohesive approach that leaves behind traditional marketing. This new holistic conception is based on development, design and realization of marketing programmes, processes and activities by which the width and interrelatedness of effects are acknowledged, e.g. that everything has its importance in marketing and that a wide, integrated perspective is necessary. Changes regarding the customer are headed towards searching for one's identity, while behaviour aims at the way the customer wants himself/herself to be seen by the environment.