Marketing needs a new philosophy

Marketing needs a new philosophy

Marketing is “the performance of those activities which seek to accomplish an organisation’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services…

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The Focus Groups Don’t

The Focus Groups Don’t

It’s very tempting to summon focus groups. For one thing, the term “focus groups” is clever packaging. A “survey” sounds like something that only gives you the lay of the land. “Focus group,” by contrast, sounds like something that gets you zeroed in.

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The Fallacy of Focus Groups

The Fallacy of Focus Groups

Bernbach believed in brainstorming, the process in which ideas ricochet between at least two people. He believed that if individuals can produce good ideas, teams can produce even better ones.

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Marketing Is Not A Department

Marketing Is Not A Department

The president of Seasonal Concepts, Albert Schneider, stresses how fragile a service business is: “We can have great talent, products, prices, and advertising. But if that sales clerk at the end of the line fails, everything fails. The buyer doesn’t return. And if the buyer suffers a very bad experience, he tells all his friends not to come, either.”

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Your Mission Statement

Your Mission Statement

Mission statement do not belong in your marketing communications. It tells people where you are going – your strategic goal and good companies like good generals, never alert their competitors to where they are going.

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