Friday, June 12, 2015

I love critiques. This one says short-termism ruined marketing.

"If you take a step back you will see that the ethos of marketing has changed over the past 50 or so years. It used to be the driver of a three-step process of
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."
 READ the full story at : How Stupidity, Short-termism, and Immorality have ruined marketing

I'm starting the Wharton Marketing class on Coursera, as well as the Wharton Operations Management course.
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1 comment:

t said...

both of these ( Marketing at Wharton and the Operations Management course ) were sorta boring, compared to these wildly fun learning experiences in general

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