Here's a thought experiment: If you consider marketing as a function of information technology, and you consequently divide it into software and hardware, then you may draw an interesting analogy to what's currently happening in the wireless industry
. Like the mobile industry, in particular handset phone makers, who experience a shift from hardware towards software, successful marketers ought to start focusing on what I call "marketing software."
Let me explain. Under marketing hardware I file the static, robust marketing framework long established in theory and practice: brand architecture, trademarks, direct mailing, loyalty programs, trade show booths, … Read more