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E-Novation Curriculum (Communication and Education): Who Should Care?
Abstract
Generic labelling of consumers does not demonstrate sophisticated marketing and does not reflect the level of analysis that can be done to target appropriate or one to one marketing. On an ethical level, marketers need to focus on permission based marketing and apply co-creation models which have the potential to address the bottom line and shareholder returns without compromising the interests and wellbeing of consumers. Emotion remains the key brand response from consumers, but the new online research environment offers opportunities for marketers to apply analytical diversity and the use of creative and lateral thinking (Cooke & Buckley, 2007), rather than just intrusive marketing practices enhanced by technological capabilities. Improved practice, together with ethics, should be represented in marketing and business training and in the profession. All of this is influenced by technology and its flawed or decent application reflects human intervention as always. How much protection or care then should marketers exercise towards consumers in their environments especially since consumers are deemed to be more sophisticated? Educative systems should also ensure that sustainability practices are a promise of future marketing.
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