Are All Marketers Liars ?

Sunanto, Sandra
Artikel jurnal Bina Ekonomi • 2006

Abstrak

Today, consumers demand higher levels of quality, reliability, and durability of product A marketer must understand consumers expectations and try to satisfy those and retain the consumers loyalty. The shift from golden age of marketing to post age creates new challenge for marketer because consumers do not trust television commercials anymore. In this age consumers love being told a story To tell a story marketer must understand what is a great story. A great story must true, authentic, trusted, appeal to people senses, and must agree with people worldview. So it is a challenge to marketer in creating and telling a story to consumers. Good story will be spread automatically by consumers to their friends, colleagues and others.

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