In the accelerating world of market and marketing change, it’s comforting to find a metaphor that simply and accurately captures what is going on. So here one is: marketing has evolved from a game of ten-pin bowling to one of pinball.
For years marketers the world over have been aiming to build a 'relationship' with their customers, based on the premise that a relationship leads to loyalty which in turn leads to sales. This all sounds fair enough, but what is this relationship we are trying to build? NICKY STEEL explores this.