CIM Lecture 2 - Transformative Marketing Strategies

Resources

•Kalaignanam, K., Tuli, K.R., Kushwaha, T., Lee, L., & Gal, D. (2021). Marketing agility: the concept, antecedents, and a research agenda. Journal of Marketing, 85(1), 35-58.

•Kumar, V., Kotler, P., & Kumar, A. (2025). Transformative marketing strategies in the era of new-age technologies: Principles, plan, purpose, and practice. Journal of the Academy of Marketing Science, 1-27.

•Hughes, N., & Chandy, R. (2021). Commentary: Trajectories and twists: perspectives on marketing agility from emerging markets. Journal of Marketing, 85(1), 59-63.

•Levitt, T. (1960). Marketing Myopia. Harvard Business Review.

•Dam, R. F., & Siang, T. Y. (2021). What is design thinking and why is it so popular? Interaction Design Foundation.

Weick, K. (1978, 1993). Sensemaking in organizations.

​https://www.birmingham.ac.uk/news/2024/a-world-of-ai-imagination-is-ai-marketing-the-latest-tool-for-misleading-customers

Home

Open in new tab

Copy link

Over to you: Review Questions

Traditional marketing strategy elements (like the 4Ps) are being transformed by New-Age Technologies (NATs) such as Generative AI (GAI), Blockchain, and the Metaverse.Traditional marketing strategy elements (like the 4Ps) are being transformed by New-Age Technologies (NATs) such as Generative AI (GAI), Blockchain, and the Metaverse.
1. Select one traditional marketing mix element: Pricing OR Product.
2.Identify the Traditional Approach to that element.
3. Identify the Modern Approach to that element and explain how one specific NAT (GAI, Agentic AI, or Metaverse) enables that shift.

​Modern Approach

​Traditional Approach

​	​
​	​
​	​
​	​
​	​
​	​
​	​
​	​
​	​
​	​

​Model Answer

This application of NATs is core to Transformative Marketing Strategies (TMS), which integrate technology into the design and evolution of marketing strategies for personalization and immersion

Open Ended

Professor Theodore Levitt argued that many firms suffer from Marketing Myopia because their vision is too constricted by a narrow understanding of what business they are actually in.

Identify two symptoms of myopia that managers often display (i.e., things managers are "bad at" focusing on).

Open Ended

If a traditional book retailer defines its business narrowly (e.g., "selling physical books"), how should they redefine their business to avoid myopia, drawing inspiration from the evolution of marketing theory (e.g., relationship marketing, technology)?

Case Question

Marketing Agility (MA) requires a firm to rapidly iterate between sensemaking and executing marketing decisions.
Sensemaking is the process of reducing confusion built out of vague questions and muddy answers following an unexpected or ambiguous event.

Imagine your company, a global fashion brand, faces an unexpected, immediate public backlash online due to an ambiguously worded promotional campaign (the "unexpected or ambiguous event").

Open Ended

Using the concept of Marketing Agility, describe the Sensemaking process the team must immediately undertake.

Open Ended

Explain how Iteration and Speed will be applied to the subsequent Marketing Decisions to mitigate the crisis and maintain brand consistency, noting any associated execution challenges.

Attendance Code: 83003407