Marketing in the Flourishing Society Megatrend

@article{Varey2013MarketingIT,
  title={Marketing in the Flourishing Society Megatrend},
  author={Richard Varey},
  journal={Journal of Macromarketing},
  year={2013},
  volume={33},
  pages={354 - 368}
}
  • R. Varey
  • Published 7 May 2013
  • Business, Economics
  • Journal of Macromarketing
“New science” has profound implications for business. Industrial capitalism can no longer power prosperity. The mass society worldview is giving way to individualisation. The “standard enterprise logic” is challenged. Marketing has operated as an attention technology for sellers competing to capture customers. However, in an intention economy buyers are a scarce commodity, and it is intentions that drive production for specific needs. Change in marketing is overdue. Despite increased social… 
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