世界最具创意广告公司CP+B创始人亚历克斯·博古斯基与CP+B公司创意执行总监约翰·温莎合著的《自营销》,提出了一个就目前及今后一段时期而言具有终结性意义的营销新概念“自营销”。当代商业社会中,企业市场营销与产品设计等其他职能、流程环节脱节,“自营销”的提出就要求结束这些职能与流程环节的分离状态,使之融合在一起,实现“让营销和产品唱同一首歌”。营销与企业其他职能、流程环节分离,符合工业革命以来批量生产、科学管理的 Alex Borgowski, the founder of CP+B, the most creative advertising company in the world, and John Windsor, the creative executive director of CP+B Company, co-produced “self-marketing” and proposed that it has a current and future period of time. The new meaning of the marketing concept “self-marketing”. In the contemporary business community, other functions and process links such as enterprise marketing and product design are disconnected. The “self-marketing” requirement requires the end of the separation of these functions and process links, so that they can be integrated together to achieve “let marketing Sing the same song with the product." Marketing is separated from other functions and processes of the enterprise, and is in line with the mass production and scientific management since the industrial revolution.