Marketing is facing a completely new logic when consumers take control of the media. Moving from push to pull and interaction. Where and what will the new diamonds of discovery be in the new decennium? The space and the oceans are areas that promise new experiences. At the same time: More focus on what to do than where to go when the experienced travelers already have been pretty much everywhere.
In an overall perspective the big question for the new decennium might be CONTROL. Will the development towards greater volumes and more consumer defined communication
result in LESS CONTROL? Or will the increasing pressure occurring from the climate issues and other stress on the environment result in a tighter unified industry with MORE CONTROL?
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