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From STP to PAR: Moving communication planning from the past to the future


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Technology is fundamentally changing all forms of marketing and marketing communication, not just the applications but the tools, structures and focus as well. In the current distribution stage, marketers have focused on selling via persuasion, ie STM (segmenting, targeting and positioning). Tomorrow’s approaches will be driven by the consumers and consumer responses through the PAR process. PAR consists of P (patterns and platforms) A (agility and actions) and R (relevance, responses and relationships) all driven by consumer demands and requirements. PAR will require fundamental shifts in a firm’s marketing and communication skills and capabilities based on a total rethink of the entire marketing system.
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Keywords: PAR theory; communication planning; demise of STP; future of marketing planning; information-driven marketplace stages; marcom reinvention; marcom technology

Document Type: Research Article

Publication date: March 1, 2018

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  • Applied Marketing Analytics is the major new professional journal publishing in-depth, peer-reviewed articles on all aspects of marketing analytics. Guided by an expert Editorial Board each quarterly 100-page issue - published both in print and online - features detailed, practical articles written by and for marketing analytics professionals on innovative thinking, strategies, techniques, software and applied research showing how major brands are collecting, interpreting and acting on marketing analytics, both around the world and across varied digital and non-digital marketing channels. Learn how to measure the effectiveness of your marketing initiatives more accurately, how this compares to your competitors, identify gaps in your marketing analytics program and what metrics that support sound marketing decision making - and add to the bottom line.
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