1. Marketing 3.0
Session 1

2. What's up today? Why do we need theory? Why do we need marketing?
Why do we need a good product?
How is Digital Marketing different from traditional marketing?

3. Why do we need theory? English joke: English man to a French man:
"What do you think about this idea?"
French man to the English man:
"That works very well in practice, but how does it work out in theory?"

4. Why do we need theory?
Examples of why theory is important:
In the 1950s, many successful corporations built alliances to achieve competitive advantages
Segway: Consumer resistance
Kindle: Same mistake
The S-curve of product innovation
The half-truth of first-mover advantage

5. The importance of offering a good product
Juicero
The success story:
The failure

6. How is Digital Marketing different from traditional marketing?