Where's the business world going to go?

1. From only marketing department who does marketing to interdepartmental cooperation which every employees need to represent the brand or organization and do the marketing
2. From organization by product units to organizing by consumer segment
3. From making everything to buying more good and services from outside (outsource) due to increase cost and time efficiency
4. From using many suppliers to working with fewer suppliers in a “partnership” in order to increase company’s bargaining power
5. From relying on old market positions and compete in the existing market to uncovering new ones and create new market
6. From emphasizing tangible assets to emphasizing intangible assets such as brand, loyal consumer base, channel relationship, and intellectual capital
7. Form building brand through advertising to building brand through performance and integrate communication through doing dialogue with market rather than monologue
8. From focusing on profitable transaction to focusing on costumer lifetime value (costumer retention through relationship building)
9. From a focus on gaining market share to a focus on building costumer value (costumer satisfaction toward the brand and or product/service)
10. From being global to being glocal (Global brand with local face)
11. From focusing on the financial scorecard o focusing on marketing scorecard which lies on costumer satisfaction and brand equity and not sales result or company’s revenue
12. From focusing on shareholders to focusing on stakeholders which includes costumer, internal, referral, employees, and suppliers
13. From attracting costumer through stores and salespeople to making products available online
14. From selling to everyone to focus on serving a well defined and profitable target market by leveraging relationship and costumer intimacy

(daisy based on Kotler and Keller, 2005)