For the most part, marketing and customer service have remained the same over the ages. Despite massive changes in the market position of customers and how we communicate with each other, most companies still use Caveman Era marketing tactics. A few marketers understand that the game has changed. Instead of hitting customers over the head with ad after ad, they go to potential customers where they are. Once there, they begin a relationship with prospects. In essences, they court customers. Cavemen Can't Market uses the analogy of a Suitor courting, or WOOing, an Intended to not only become a customer, but to move that customer through stages of commitments until she is not only loyal to him, but also makes him part of her identity. In the end, she will tell others how wonderful she is, in essence, marketing for him. Inside this analogy there are three stages of marketing: Attraction Conversation Relationship Marketers must understand these stages, as well as the pitfalls in each stage, to be successful in the new marketing era. Those who don't...will be as obsolete as a Caveman.
