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This article review was submitted Holly Hosford-Dunn, Ph.D., who is the Managing Partner at the Arizona Audiology Network and a Contributing Editor for Audiology Online in the area of Practice Management.
Article:
Schultz, D.E., Tannenbaum, S.I., & Lauterborn, R.F. (1993). The New Marketing Paradigm. Integrated marketing communications. Chicago: NTC Business Books.
ISBN: 0-8442-3452-4
Review:
The days of traditional mass marketing are over. Technology ended them. They will not return.
Talk about getting our attention! This opening salvo is Schultz et al's declaration of a new marketing era. For those of us crafting radio messages, expensive TV ad, or other mass media campaigns for our practices, their manifesto is head-turning news. Yet, this seminal book has been in print for more than a decade. The authors posited back in the 1990s that rapidly proliferating communication channels, exploding technology, and increasingly sophisticated consumers had created a "parity marketplace" that rendered traditional mass marketing obsolete. In describing an "ultimate consumer segmentation approach," Schultz et al anticipated:
- today's markets, where businesses (and audiology practices) live and die by their databases;
- evidenced-based practice, in which all aspects of marketing must be measurable and accountable; and
- our present competitive environment, in which the "only sustainable competitive weapon[s]" are logistics and communications.
www.amazon.com/Integrated-Marketing-Communications-Putting-Together/dp/0844233633/
www.amazon.com/Long-Tail-Future-Business-Selling/dp/1401302378/
