Ecosystem marketing

"In essence, ecosystem marketing is about understanding the market as a network of participants and being able to influence the right actors at the right time.
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Companies used to last 75 years.  Now the average company dies or disappears in 15 years.
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Companies die for a number of reasons.  One growing reason is that the company’s leaders do not understand the ecosystem that supports the company.
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Ecosystem marketing is the process of positioning your idea, message or product in the right ecosystems to gain visibility, engage prospects, capture attention, and create customers.  It is the process of discovering, analyzing, understanding, and taking marketing actions – in four distinct yet interrelated ecosystems:
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Company,
Competitor,
Category, and
Customer.
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Company ecosystems are defined as the digital neighborhood in which your business is located to include your partners, suppliers, and distributors. It is your business ecosystem.
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An economic community supported by a foundation of interacting organizations and individuals—the organisms of the business world. The economic community produces goods and services of value to customers, who are themselves members of the ecosystem. The member organisms also include suppliers, lead producers, competitors, and other stakeholders. Over time, they coevolve their capabilities and roles, and tend to align themselves with the directions set by one or more central companies."

Trechos retirados de "“Ecosystem Marketing: The Future of Competition” – Christian Sarkar and Philip Kotler"