The New Marketing: Transforming The Corporate Future

By Malcolm McDonald and Hugh Wilson Butterworth Heinemann 2002 ISBN 0 7506 5387 6 £21.99 [£26.09 inc p&p]

Written by probably one of the best known speakers on the circuit, Malcolm McDonald and an expert in e-marketing, Hugh Wilson, The New Marketing looks at the changes that have been bought about by the information revolution and how it has affected the relationship between the customer and the supplier.

The book discusses the use of latest technology and how to incorporate it within current/ more traditional marketing strategies. The customer is seen as the important link – they are a market force that now uses traditional and modern purchasing with a knowledge of suppliers that means they have the ability to move on if they are not happy with the service they are receiving.
The authors want us to understand this new consumer and do so by redefining the four Ps of marketing into the four Cs: Cost, Convenience, Communications and Consumer wants and needs – “these translate the four Ps of marketing from what the organisation does to what the customer cares about”.

The New Marketing of the title is the concept of taking all that is good in current marketing practise and mixing it with new techniques and technology and offering a superior service to the customer.

The book is clearly laid out with definition notes at the sides of the pages and with worksheets at the end of each chapter to help you look at your own organisation.

A worthwhile read if only to remind yourself that what the customer wants is paramount and that their tastes and experiences are developing along with new technology.

Karen Adams, Head of Marketing and Audience Development
The Marlowe Theatre, Canterbury

SAM's Books compiles the Bookshop section of Arts Professional magazine, and used to compile Bookshop in its predecessor, Arts Business.

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