EMERGING IDEAS AND PROPRIETARY TOOLS

As in any other field of work, marketing is adapting and changing all the time. At the time of writing there are fast emerging ideas, for example, in the fields of research (scanner observations of reactions in the brain of subjects for instance), behavioural economics, loyalty, and digital marketing. Agencies in the marketing supply industry tend to spot credible new trends and create proprietary concepts from which they can profit. These may later be discredited and forgotten; or validated into the broad canon of accepted knowledge. This text has largely tried to steer clear of these but marketers need to make a judgement on their relevance to their work.