1. understanding what customers want,
2. organising to give it to them profitably
and 3. telling them all about it.
Today, this has been changed so that marketing is now the driver of a much more instrumental three-step process of
1. create more stuff that we already make or that competitors make,
2. tell customers about it over and over again,
and 3. manage away the customer queries, complaints and returns as cheaply as possible.
This is a fundamentally flawed approach to marketing
...and a manipulative, Machiavellian approach to marketing has become the norm.
...Bain & Co reported a huge ‘Service Delivery Gap’ where, although 80% of executives think their companies deliver a superior experience for customers, only 8% of those customers agree with them."
I'm starting the Wharton Marketing class on Coursera, as well as the Wharton Operations Management course.
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