The play was a great success but the audience was a total failure
Oscar Wilde
Marketing is not a
posh word for selling. Marketing in its broadest and best sense is about
aligning your business and strategy to the changing needs of your customers.
It is not about advertising and selling
but tactfully choosing your customers and segment, then being prepared to put
them at the center where everything about your business revolves around them.
Customer has graduated from being the king to the “god”. It's a
fundamentally different philosophy.
The
genesis
The
marketing challenge some say is the inability to convince people to buy their
products and services. The real challenge is that their business is built
around themselves and not around the customers need. Product-focused instead of
customer-focused.
Perspectives
Essentially,
marketing can be approached operationally or strategically. Operational
marketing is the more visible side concerning itself with advertising, public
relations and selling. It is about communications geared towards customers
awareness of products and service and eventually, gaining their buy-in.
Also
strategic marketing is concerned with deciding what products and services to
produce based on evolving customer’s needs.
The
new focus
The
21st century customers need is changing rapidly. Selecting the right
customers and evolving along the path of their need is the new focus of
competitive organizations today. Organizing your enterprise around the changing
needs of these selected segment is what marketing really means. Evolution is
Change. Change brings INNOVATION.
Get
involved
To
the champion in you.
Emerge!
Emmanuel
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