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Content Marketing in 2014: The State of the Enterprise
Robert Rose / Content Marketing Institute / July 16, 2014
In 1999, the world-renowned marketing professor Philip Kotler published Kotler on Marketing. In it he discussed the latter 1990s — the time span that would fuel most of the thinking for the book — as a time of tumultuous change. But he knew that this was merely the beginning.
Professor Kotler concluded the book with a section called “Transformational Marketing,” in which he discussed how the field would change with the “new age of electronic marketing.” In the coming decade, Kotler wrote, “marketing will be re-engineered from A to Z. Marketing will need to rethink fundamentally the processes by which they identify, communicate, and deliver customer value.
There’s only one problem: Fifteen years have passed, and this vital transformation hasn’t happened yet.