Today customers have limitless access to information about companies,products,competitors,other customers,and even detailed elements of marketing plans and strategies.This is reflected in the ___________ change driver impacting the future of marketing.

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Fred Wiersema, in his book The New Market Leaders, builds a powerful case that the balance of power is shifting between marketers and their customers, both in business-to-consumer (B2C/end user) markets and business-to-business (B2B) markets. He identifies "six new market realities" in support of this trend: Competitors proliferate, all secrets are open secrets, innovation is universal, information overwhelms and depreciates, easy growth makes hard times, and customers have less time than ever. Wiersema's central point is that not only is a customer orientation desirable, but also in today's market it is a necessity for survival. Coming to grips with the impact of his six market realities greatly heightens the role of marketing in the firm as the nexus of an organization's customer-focused strategies.

Today Customers Have Limitless Access to Information About Companies,products,competitors,other Customers,and