We Live in a Society driven by information. Information provides the building blocks upon which knowledge is constructed. Today, knowledge is the real currency of business-the stimulus that drives our economy and thus our livelihoods.
Two of the most revered thinkers of the past 100 years, Peter Drucker and Philip Kotler, were clear in their characterization of the contemporary business environment. That is, we now live in a knowledge society.
Peter Drucker noted this transformation in his book The Post Capitalist Society, exhorting, “That knowledge has become the resource, rather than a resource. Further, “This fact changes-fundamentally-the structure of society.”
According to Kotler “the passage from an Industrial Economy into an Informational Economy is introducing new considerations that question the suitability of conventional marketing thinking in developing today’s and tomorrow’s marketing strategies.”
The past ten years have seen tremendous tumult in the field of marketing. We live in … Read More