The Genesis of Human-to-Human Marketing

This chapter examines the significant changes in the global economy and marketing business during the past 50 years. The text outlines how geopolitical factors, globalization, and new technologies have changed economic advancement. Personal computers, the internet, and portable electronics have shaped economic advancement. These technological advances have changed how corporations work, communicate, and sell. E-commerce, social media marketing, big data analytics, and other cutting-edge marketing technologies arose from the digital revolution. Trade liberalization also boosted economic growth. Global supply networks, competition, and customer choice resulted. The paper then discusses how these shifts have changed marketing’s competitive landscape. Consumers have more information than ever to make informed purchases. This has increased demand for customized experiences and products. Organizations must switch from B2C to H2H models to meet these expectations. H2H marketing promotes trust and mutual understanding over product or service sales. “The Genesis of Human-to-Human Marketing” provides unique insights into how the marketing industry has grown over the last half-century and how firms may stay competitive in today’s fast-changing business climate.