7. Synthesis for the future

The longevity of companies in tomorrow's markets is no longer naturally assured, as demand is less stable than in periods of equipment. The company's primary logic will therefore be that of survival. To survive and become less vulnerable, the company needs to grow and generate profits.

The first allocation of these profits must go towards building an offering that attracts and retains customers. It can then be passed on to shareholders and employees.

The central question for tomorrow's marketing is how to build this offer to generate maximum success. After all, all possible productivities are by their very nature more fragmentary than those resulting from success. It is not very effective to create approximate products and spend fortunes on advertising to support them, or to focus on the productivity and cost prices of me-too products, surrounded...