Why Hybrid Marketing Strategy Planning?
Context and content of terms such as marketing, strategy, strategic planning and strategic marketing planning change depending on the conditions of current business era. A business era identifies the state and trends in environment factors including technology, competition, social/cultural and political/legal structures, national economy, and distribution structure and infrastructure/geography of other countries. Each business era has its own orientation, and meaning for marketing. In Henry “You Can Have It Any Color You Want As Long As It’s Black” Ford era production was the main orientation and marketing was advertising. Starting after the Second World War until 21st Century, it was the King Customer era. Customer was the orientation and marketing used to mean marketing research. Lately, marketing expanded to cover terms such as customization, relation building/management, etc. Now, we giggle every time “As Long As It’s Black” story rings and further, in strategic planning and market
