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The way we do business had, until very recently, remained largely static for over two centuries: large outputs, small profits per units, manufacturing ... efficiency and oligopolistic competition. Supporting the system was print and broadcast advertising. But in the last couple of decades, the world has seen a dramatic shift. Many advertised goods and services now tend to be high-involvement, and there is a shift to looking for fewer sales and more profit per unit as the ideal. Adding the greatest amount of flux to this model are social and digital media.In short: advertising is at a crossroads.
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John Philip Jones, Mary Baumgartner