The Mantra of Marketing
Across the digital landscape, the definition of marketing has been watered down so significantly that online marketing has been transformed beyond recognition. That is, the world of Internet surfing has become a melting pot of the proverbial “Easy Button.” One of the biggest problems with this new “streamline to success” is that it is riddled with flaws and fallacies. These market flaws and fallacies have become a “business success placebo” that commonly lead business start-ups right into the well of failure. What we now have is a sea of opinion from uneducated – untried – unproven individuals ambiguously mixed with the few authentic expert marketing strategists. Thus, new business enthusiasts have fast become confused about which marketing strategy to follow and apply due to the overabundance of unqualified – self-proclaimed marketing gurus. This leads to an unproductive business approach; leaving well-intended business start-ups with nothing but wasted minutes, hours, days, and even, years with no increased market share or sustainable profit in sight.
Philip Kotler: The Marketer’s Marketer
Philip Kotler is the undisputed heavyweight champion of marketing. He’s authored or co-authored around 70 books, addressed huge audiences around the world and consulted some of the biggest brands. Three years ago, he was ranked the world’s fourth most influential management guru by the Financial Times; in 2008, the Wall Street Journal ranked him the sixth best business thinker. Not bad for a man born in 1931 – a child of the Great Depression, now 77 years of age.
The London Business Forum gave him a two-hour slot at Waterloo’s iMax theatre. Even so, his agenda was ambitious. Kotler wanted to tell the story of marketing from its point of formalization about 80 years ago to the present day. He wanted to discuss how the relationship between companies and their customers has changed. He wanted to survey the latest thinking on branding. And, finally, he wanted to give us his own advice on how to make the new marketing paradigm work in our own organizations.
Marketing Strategy with Philip Kotler
Be sure to align your business/entrepreneurial strategy with those who have been there, done that, and are doing it now. Set your energies upon learning and applying business and marketing rudiments from those who “scientifically” know how to move your business venture to the next level (achieve your business objectives). At the end of the day, you must choose: Will you follow opinion (gut instinct)?, or will you opt to following the numbers, metrics, and strategies that define how to make it happen for you? Time is money. How will you earn or spend your time and financial resources? For the business you save, will be your own!
Be smart and be encouraged,
London Business Forum. (2008). Marketing strategy with Philip Kotler at the London Business Forum. Retrieved on January 28, 2014 from http://www.londonbusinessforum.com/events/marketing_strategy