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Traditional marketing is changing: Customers are more sophisticated and price sensitive. They expect products and services to be delivered faster and more conveniently. And they have no qualms about switching to competitors. At the same time, traditional marketing tools are less effective than in the past. Products are not much different from each other, pricing is quickly matched by competitors, advertising is expensive and less effective, and sales force costs are rising. Consumers are constantly being interrupted by thousands of marketing messages, making it easy for one message to get lost in the overwhelming clutter of communications. Plus, consumers no longer have a well-defined set of products and vendors that they will consistently seek out to fulfill a need...

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