Philips Kotler related his name and academic work with the Marketing principles and he remained active in the art of marketing techniques evolution within the last 40 years (1964 was the year of his first book). Last year I saw him speaking for the new changes that marketing faces as an art and a profession. His most significant motto now is "marketing now should address human beings, not consumers"... He proposes that the next step in marketing's evolution is to behave, service, and treat those people receiving the service/product offer as human beings being active, energetic, knowledgeable, knowing things and receive tones of information every day. Consumers of older times were passive, hungry to buy and easy to manipulate in a way. Today's consumers wish to contribute to the value chain creation and like to participate in an ongoing dialogue with the brand owners... Are we ready for this?
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