Lecture 1 - Beyond selling

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Lecture 1 - Beyond selling Marketing today goes far beyond selling or advertising. It represents an integrated set of activities, institutions, and processes designed to create, communicate, deliver, and exchange offerings that provide value not only to customers but also to partners and society at large (France, 2022).In recent years, marketing has become increasingly data-driven, interactive, and adaptive, reshaping how organizations build long-term competitiveness.Components of the Digital Marketing Mix Place Price Promotion People Process Product Physical Environment These seven elements remain foundational, yet between 2022 and 2025 they have been transformed by rapid technological progress and shifting consumer expectations.By 2035, artificial intelligence (AI), immersive environments such as the metaverse, and predictive analytics are expected to redefine how each component contributes to value creation (van Elst, 2023). For example, “place” now includes hybrid realities where consumers navigate seamlessly between physical and virtual retail, while “process” emphasizes automation and algorithmic decision-making.Digital Channels Compared to Traditional Channels Digital oSeamless global distribution without intermediaries oIntangible nature of digital products oLow marginal cost for reproducing products Pro-active oConsumers co-create and influence all stages of the value chain Real-time and archival oInstant access to interactions oLong-term availability of digital records Ubiquitous oConstant connectivity across locations and devices Networks oParticipation in online communities and platforms with vast, often anonymous, user bases Since 2022, these characteristics have become even more pronounced with the dominance of mobile-first usage, blockchain-based transactions, and decentralized platforms. By 2035, the expectation is that networked ecosystems will blur the boundaries between firm-driven and consumer-driven innovation.

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