Summary
Samenvatting Flow Marketing: hoofdstuk 1
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Samenvatting van het boek: Marketing GO WITH THE FLOW van Philip De Cleen
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Fleur Van Nueten Flow Marketing MAR107AHOOFDSTUK 1: De onzekere consument
Onethisch gedrag van grote bedrijven
• Impact van marketing op consument wordt mede bepaald door vertrouwen van consument
in merken/bedrijven
• Nu = relatie van wantrouwen van merken → leidt tot grotere mondigheid van de consument
vb. slechte ervaring wordt sneller doorverteld dan een goede
• Waarom wantrouwen en onzekerheid?
1.1 Onethisch gedrag van grote bedrijven (wordt door de mediatisering van de maatschappij
meteen aan het licht gebracht)
vb. fb: schending privacy
vb. auto: emissiefraude
vb. Primark: kinderarbeid
1.2 Versnellende verandering van de wereld
Wereld om ons heen veranderd sterk & snel
→ marketing is sterk onderhevig aan die verandering
Theorie: ‘Versnellende verandering ~ Harmut Rosa
Technologische veranderingen leiden
tot → verandering/ versnelling v/de
sociale verhouding tussen mensen →
versnelt het levensritme van mensen
wat zorgt voor een gevoel van
onbehagen door verlies van controle
van sociale relaties en levensritme
→ behoeften ontstaan naar
aanleiding van die aanpassing →
nieuwe technologische ontwikkelen
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