ARE ALL MARKETERS LIARS ?

Sandra Sunanto

Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan
Vol. 10 No. 1 (2006)

Today, consumers demand higher levels of quality, reliability, and durability of product A marketer must understand consumer's expectations and try to satisfy those and retain the consumer's loyalty.The shift from golden age of marketing to post age creates new challenge for marketer because consumers do not trust television commercials anymore. In this age consumers love being told a storyTo tell a story marketer must understand what is a great story. A great story must true, authentic, trusted, appeal to people senses, and must agree with people worldview. So it is a challenge to marketer in creating and telling a story to consumers. Good story will be spread automatically by consumers to their friends, colleagues and others.