How will marketing developments 
      How will marketing developments 
             affect the New Society ?
             affect the New Society ?
           Neo-Marketing and Consumer 
           Neo-Marketing and Consumer 
     Behaviour in a Changing Marketplace:  
     Behaviour in a Changing Marketplace:  
                Seeing the Unseen . . .
                Seeing the Unseen . . .
                                                 Professor Luiz Moutinho
                                                 Professor Luiz Moutinho
        The greatest challenge to 
        The greatest challenge to 
        management in the next decade 
        management in the next decade 
        will be to change fast enough to 
        will be to change fast enough to 
        keep pace with new technology, 
        keep pace with new technology, 
        new markets and new values.
        new markets and new values.
        Either we take hold of the future 
        Either we take hold of the future 
        or the future will take hold of us.
        or the future will take hold of us.
                                                 Professor Luiz Moutinho
                                                 Professor Luiz Moutinho
               The Need for Change
               The Need for Change
      SATURATION The Changing Market
      SATURATION The Changing Market
      GLOBALISATION          The Changing Competition
      GLOBALISATION          The Changing Competition
                                                             PRESSURES FOR 
      FRAGMENTATION                                           PRESSURES FOR 
      FRAGMENTATION
                                                             MARKETING 
                                                              MARKETING 
                             The Changing Consumer           CHANGE
                             The Changing Consumer            CHANGE
      DOWNSIZING
      DOWNSIZING
                             The Changing Organisation
                             The Changing Organisation
                                                              Professor Luiz Moutinho
                                                              Professor Luiz Moutinho
   The Environment is changing . . .
   The Environment is changing . . .
   Technology is transforming what companies do, how 
     Technology is transforming what companies do, how 
   they do it, and how they communicate their offer
   they do it, and how they communicate their offer
   The power of information networks
     The power of information networks
   Distributors are becoming new “virtual manufacturers”
     Distributors are becoming new “virtual manufacturers”
   Dramatic changes in consumers and media
     Dramatic changes in consumers and media
   We are rapidly becoming an information intense 
     We are rapidly becoming an information intense 
   society and entering the digital era and realm of virtual 
   society and entering the digital era and realm of virtual 
   marketspace
   marketspace
   Instant communication – epidemic chip
     Instant communication – epidemic chip
                                                    Professor Luiz Moutinho
                                                    Professor Luiz Moutinho
      
        The world and the business environment can change 
        The world and the business environment can change 
      faster than most managers can make decisions
      faster than most managers can make decisions
      
        Requires the ability to operate with rapid decision 
        Requires the ability to operate with rapid decision 
      cycles
      cycles
      
        Agility and time-based competition
        Agility and time-based competition
      
        Companies will become increasingly dependent 
        Companies will become increasingly dependent 
      upon the global market to achieve best-in-class 
      upon the global market to achieve best-in-class 
      services and minimise costs.  The backlash against 
      services and minimise costs.  The backlash against 
      offshore outsourcing will increase as it becomes a 
      offshore outsourcing will increase as it becomes a 
      political focus area
      political focus area
      
        The companies using poor quality outsource firms 
        The companies using poor quality outsource firms 
      get back marks for customer service as their business 
      get back marks for customer service as their business 
      declines
      declines
                                                      Professor Luiz Moutinho
                                                      Professor Luiz Moutinho