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The Next Economy

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The Next Economy

Will You Know Where Your Customers Are?


15 min read
10 take-aways
Text available

What's inside?

The New Economy is over. What comes next?

Editorial Rating



  • Innovative
  • Applicable


Elliott Ettenberg offers a wealth of new tools and strategies that you can apply to your business. His focus is on marketing, but not in any traditional sense. Instead, he analyzes how the technological advances of the 1990s have altered the competitive landscape and proposes an inventive and practical list of post-New Economy business practices. getAbstract strongly recommends this book not only to marketing professionals, but also to anyone charged with developing business strategy.


The Collapse of the New Economy

The New Economy failed because the companies that comprised it brought out many products and services that weren’t ready in the excitement of the moment. It was like the California Gold Rush of 1849, which quickly ended, leaving a small number of success stories and countless broke 49ers. But like the gold rush, it provided the foundations for the Next Economy.

The key changes introduced by the New Economy include:

  • Making technology a key driver of the economy;
  • Stimulating growth in a stagnant economy;
  • Showing the power of information as a driver of economic growth.

Over the last 10 years, almost all aspects of business have been reinvented, due to computerization, just-in-time supply-chain management, enhanced distribution and logistics and other changes triggered by information technology. However, marketing has experienced little change, and has had less and less ability to influence consumer purchasing decisions.

In the wake of the collapse of the New Economy, there is a need for new marketing tools and metrics to measure the effects of marketing campaigns. This need is critical, since...

About the Author

Elliott Ettenberg is Chairman and Chief Executive Officer of Customer Strategies World Wide. He was formerly the chairman and CEO of Bozell Retail Worldwide. He speaks in North America, Europe and Asia on strategic marketing issues, and has been featured in The Wall Street Journal, USA Today, Advertising Age, CNNfn, and CNBC.

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