A Marketing Mix for the Twenty-First Century: New Media, New Markets, and New Messes

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A Marketing Mix for the Twenty-First Century: New Media, New Markets, and New Messes Introduction The twentieth century was a period of rapid development and change in the world of international business and geopolitical affairs, reshaping the world in both practical and political terms into something of a more cohesive unit one rife with conflicts, to be sure, but a unit nonetheless. What was once a set of disparate countries and populations that could not communicate with each other over intervals shorter than weeks or even months is now an interconnected globe that can communicate instantaneously and can transport goods faster than it could transport news just a century ago. This has led to many new opportunities for a variety of businesses, and indeed has given rise to (and been prodded onwards by) many newer industries, such that economic growth and overall wealth have reached heights never before seen. There are also, of course, new challenges and new conflicts that rise in the world of globalization and ever-faster technology. From directly practical issues in the supply chain to the more abstract elements of brand identity and ethical concerns, every bit of progress in the business world has come with a series of considerations and potentials that required examination and reevaluation of old practices and concepts. Ideas about the ideal workforce and the necessity of centralized control began to change as markets and human resources grew more expansive and

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