Kotler Calls to Build Viral Communities

    July 31, 2006

The Hindu Business Line: In a question about the distinction between old marketing’ and new marketing Philip kotler said:

“The old marketing is not working. Products are failing, advertising costs more than it is worth. Old marketing means a heavy reliance on advertising, sales promotions and marketing research. All those are necessary even today, and have to be done well, and people are still learning how to do them well. But, the problem of communicating messages to people who might be interested calls for new channels of communication: Web sites, blogs, podcasting … you could build virtual communities”.


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Praneeth is the author of the “Digital Media News Portal” with special focus on India.