1. « The Quaternary Marketing »
A new theory of marketing in the digital era and NBIC:
The five revolutions of Marketing !
Paris, 29th may 2012 Bruno TEBOUL

2. The author: Bruno Teboul
Corporate Digital Marketing Director
(The european leader in ICT)
Master of Epistemology
(1993 - University of Paris 12)
Post Graduate Diploma in Cognitive Neurosciences
(1994 - Ecole Polytechnique)
Executive MBA
(2003 - HEC/UCLA)
PhD student in Marketing & Management Science
(2012 University Paris-Dauphine)
Bruno Teboul

3. The 7th Marketing Revolution
« The Chaosian Paradox »
Bruno Teboul

4. The 7th marketing revolution:
« The Chaosian Paradox »
The turbulence of the current situation in which
marketing is joined by chaos theory is that it generates
change, different ways to approach problems, a new
paradigm.
The Chaosian Paradox is defined by the situation in
which marketing is now caught in a vise between the
impact of digital and the discoveries of NBIC that refute
its traditional foundations.
This door of upheaval is in itself the result of the
change, it is this "chaotic" tension in which marketing is
inexorably bound to change, a profound change, a
series of paradigm shifts that will forge a chaosian
paradox (within the meaning of E. Lorenz).
Bruno Teboul

5. The 7th marketing revolution:
« The Chaosian Paradox »
Chaos theory of order in the disorder is essential to
understanding the emergence of the new.
Chaos is both a random process in that it generates a
phenomena that is unpredictable, and also deterministic
because we can define the area of occurrence of this
phenomenoa (deterministic chaos) that converges to an
attractor .
Bruno Teboul

6. The 7th marketing revolution:
« The Chaosian Paradox »
From Chaos to Complexity in strategic planning the « Chaos
Theory has the potential to contribute valuable insights into the
nature of complex systems in the business world. However, care
must be taken when reading popular accounts of chaos in the
management literature.
As is often the case with the introduction of a new management
metaphor, "chaos" tends to be suddenly seen in almost all
managerial systems (Levy, 1994). Recent research on complex
systems in physics and biology has revealed that chaos is only
one of four possible states into which the behaviour of complex
systems may be classified.
More importantly, it shows that systems do not tend to gravitate
towards chaotic behaviour but rather towards an area of
complexity between chaos and order. »
Bruno Teboul

7. The 7th marketing revolution:
« The Chaosian Paradox »
Edward Lorenz
It should not be confused indeed chaotic systems
(subject to the principle of sensitive dependence on
initial conditions or "butterfly effect", and thus
assume initial conditions stable), and adaptive
systems (or co-evolutionary) which instead have
learning to change behaviors to serve the same
purpose.
Bruno Teboul

8. The 7th marketing revolution:
« The Chaosian Paradox »
To accept the new paradigm, one must have, in the
words of Joel de Rosnay, "understanding by synthesis
rather than analysis." He explained that the turbulence
of the current social situation joined the chaos theory
in that it generates change, different ways to approach
problems, and a new paradigm.
In contrast, the order in place since the early fifties,
which favors stability and stiffness, caused more and
more problems to adapt to the different socio-
economic conditions of the last 90 years.
Bruno Teboul