The Invisible Market
Could it be that the very way marketers think about marketing blinds them to certain market opportunities (and threats)?
If you think (for example) that marketing is about changing and influencing consumer purchasing decisions, you are not going to look for, or see, a new market of decision support services emerge – a market for services that actually transforms the way consumers make these decisions.
I’ve been looking into the origins of this invisible market, how it connects with the ways current markets work, and why it’s emerging now. The really big question is still to come however: how should marketers respond?