Role Change in Marketing
Herein we explore
the evolving role
of marketing in
the Internet Age.
The first of a two-
part series.
by Phil Phillips, PhD
Contributing Editor
phillips@chemarkconsulting.net
Over the next couple of years, as it re- sponds to monumental changes in the marketplace, we will witness as well as
be a part of significant changes that will affect
the role of our marketing leaders in the coating,
paints, adhesives, sealants and specialty chemicals industries. In fact, all other management positions will appear to “stand still” relative to the
marketing role.
As marketers, we will be forced to broaden
our marketing stance and truly embrace the
whole value change within which we partici-
pate. The two legs of this three-legged stool
driving these dramatic changes are the Inter-
net and evolving distribution channel influ-
ence models, which deeply change the way the
ultimate end-consumers research and buy
products. The third leg of the stool is a third
party such as bloggers and the creators of
user-generated media, which are having in-
creased influence on the entire corporation
and its reputation.
38 | Coatings World
www.coatingsworld.com
July 2011
