“ The really surprising and interesting events of the last decade from the perspective of marketing practice and theory have not had to do with better interaction between the marketer and the consumer. They have had to do with digitally enhanced communication among consumers, and between people and the world’s information, and marketing has struggled to find a place on these new communication pathways.”
…… was to give marketers hitherto undreamed of power over consumers by using all the information that had been gathered and processed on them to the firm’s benefit (cf. Blattberg and Deighton, 1991) recent evidence suggests that the opposite is occurring.
Deighton and Kornfeld (2007): “ it's the consumer who runs the show for the most part, not the marketer—in fact, forget the "consumer" label altogether ”.
Technology is enabling consumers to perform for themselves and others
many of the marketing tasks and functions (the well-known “4Ps”) that were previously the prerogatives of organizations
redesigning and remanufacturing products for themselves and others, and using internet technologies to distribute their offerings (Mollick, 2005)
There don’t seem to be any of marketing’s 4 Ps that are immune to the consumer-technology onslaught