January 13, 2009

Economists: Back to basics (but what basics?)

In my previous post I argued that even if Marketers wish to return to a more pure form of marketing they have to realize that the fundamentals of the market have dramatically changed in comparison to 20 or even 10 years ago. In other words using old approaches and models in order to solve new problems is not likely to work.
I am glad to find that some people seem to share the view that changing fundamentals require new solutions. Fred Wilson discussing the lack of out of the box thinking in the debate about fixing the economy argues in his post What If the Economic Model Is Wrong? that "The old rules certainly don't work for many (most?) businesses anymore and they probably don't work for the economists either." I recommend the article to everyone.