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Introducing the principles of strategic marketing into the corporate nervous system becomes essential to survival. For example, consumer goods embraced the principles of marketing in the late 50s and early 60s when faced with maturing markets. They were followed by car makers in the 70s and (sort of) by financial services in the 80s.
When markets are young, companies can get away with basically selling what they make. As they age, however, they have to begin to climb up the evolutionary curve of marketing where complacency towards their markets becomes dangerous.
The last decade should by rights have been the turn of the technology sector. All …