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The New Fundamentals of Marketing 20120606 slide_share7

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The New Fundamentals of Marketing !

The New Fundamentals of Marketing !

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  • 1. « The Quaternary Marketing » A new theory of marketing in the digital era and NBIC: The five revolutions of Marketing ! Bruno TEBOUL
  • 2. Towards a new marketing theory:critiques and shortcomings of traditional marketing. « The Quaternary Marketing » A new theory of marketing in the digital era and NBIC: the five revolutions of Marketing! Bruno Teboul Paris, 29th may 2012 Bruno Teboul
  • 3. The author: Bruno TeboulCorporate Digital Marketing Director(The european leader in ICT)Master of Epistemology(1993 - University of Paris 12)Post Graduate Diploma in Cognitive Neurosciences(1994 - Ecole Polytechnique)Executive MBA(2003 - HEC/UCLA)PhD student in Marketing & Management Science(2012 University Paris-Dauphine) Bruno Teboul
  • 4. The new fundamentals of marketing: Bruno Teboul
  • 5. The new fundamentals of marketing: « The Darwinian Paradox »: « The Darwinian Paradox »: the huge development of digital world leads to a genetic revolution Marketing ! The virtual and the artificial continuation of the process of natural selection ! Bruno Teboul
  • 6. The new fundamentals of marketing: “The Bayesian Paradox”: “The Bayesian Paradox”: human beings are not Bayesian, as it is necessary to use the power of Bayesian computation (through the new language R ) such probabilistic modeling for predictive analysis. Bruno Teboul
  • 7. The new fundamentals of marketing: « The Chaosian Paradox »: « The Chaosian Paradox » the door of upheaval is in itself the result of the change, it is this "chaotic" tension in which marketing is inexorably bound to change; this will forge a chaosian Bruno Teboul
  • 8. The new fundamentals of marketing: Statistical computation with R + Enhanced and dynamic segmentation Bruno Teboul
  • 9. The new fundamentals of marketing:« STOP ADVERTISING DELUGE » ! Bruno Teboul
  • 10. The new fundamentals of marketing: Bruno Teboul
  • 11. The new fundamentals of marketing:Bruno Teboul
  • 12. The new fundamentals of marketing: Bruno Teboul
  • 13. The new fundamentals of marketing:(1) The consumer and the household are not rationals,(2) The consumer is not a bayesian agent,(3) The mix-marketing paradigm (10P’s) is obsolete,(4) The customer language / declarative is not objective andit’s a bias,(5) Behavorial + Attitudinal segmentations is the rule (CRMBig Data approach): “Enhanced and dynamic segmentation”,(6) Computational Bayesian Statistics for predictive and realtime customer marketing,(7) Marketing must become more empiric and based onobjective observations and practices. Bruno Teboul