Adrienne Chamberlin
Evolution and future of marketing

Although his birth was in the early years of the previous millennium, Spain would have to focus in recent years to begin to perceive an important step in the marketing business.
The time is playing live is not just an evolutionary time, but constantly changing and very fast, especially when new technologies have begun to acquire an important business role.

Produce and sell were the main components of strategies 30-40 years. The level of success can be measured by the market share that the company had, at present this term is being replaced by the 'customer share'. This is a radical change in the marketing vision, because if the local market cannot grow, the company should opt out internationally or improve customer loyalty.

Furthermore, the introduction of new technology is transforming work in promovare site marketing departments, thus giving them a difficult possibility to predict in time, all this draws us to provide strategic dimension of our activity with the greatest influence is acquired over decisions of senior management. In this regard, Kotler recently stated in a lecture that there were two types of managers these days: the quick and the dead.

The challenge of marketing and the changes that occur are conditioned mainly by:
More training and consumer information, coupled with a higher level of income, so buying habits changed and a client decides on a product by its value-added functionality on their own, hence the role of perceptions of marketing.
The proliferation of social media and market segmentation makes mass advertising as usual, was configured to give a greater role to which from the beginning of the 80s come advising: integrated communication.
The sale of a product or service in isolation is no longer the focus of the company to focus more on the relationship to leverage long-term customer, it is called relationship marketing.

My experience as a marketing professional tells me every day that the market is more demanding and poses new challenges, so we must differentiate ourselves, start thinking laterally with new ideas and we should not mind making mistakes at the beginning and they are part of the culture of innovation. The marketing and communication are two areas where creativity takes a leading role and lateral thinking is a growing field in which to open a new view in the search for new paths and horizons.

Second life. Although it still has a long way to go to become a marketing tool capable of providing an effective return on investment to the company that decides to open a virtual branch in it, I have valued positively bring this section this social phenomenon as with this name or another, Internet and virtual world have come to stay with us and we must be open to innovations that occur in this area of activity.
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