December 25, 2019

Marketing Management Subject Update




Marketing Management Revision Article Series



2019



10 Principles of Modern Marketing

Research Highlight April 03, 2019  Reading Time: 19 min
Ann Lewnes and Kevin Lane Keller


  • Technology Is Just the First Step


Technology has changed everything. Fundamentally, it allows for new ways to create customer experiences, new mediums to connect with customers and other constituents, and trillions of data points to understand customer behavior and the impact of marketing programs and activities. Yet, there is more to marketing and use of technology in marketing.


  • Experience Is the New Brand
  • A New Type of Customer Relationship Prevails
  • Connect With Customers Online and Offline
  • Value Creation, Communication, and Delivery Still Rule
  • Data and Testing Are the New Lifeblood
  • Creativity Remains King
  • Don’t Try to Do It Alone
  • Have a Bigger Purpose: Do Good
  • Marketing Leadership Has Changed
https://sloanreview.mit.edu/article/10-principles-of-modern-marketing/


How Marketers Can Overcome Short-Termism

Christine MoormanLauren Kirby
November 21, 2019
https://hbr.org/2019/11/how-marketers-can-overcome-short-termism


Marketing Communication: “Think. Do. Say.”

SEPTEMBER 5, 2019
If the product you make doesn’t support your brand belief or corporate purpose, then you’ve got it wrong. “And that’s why I think where organizations are getting confused."
https://the-message.ca/2019/09/05/ron-tite-on-how-modern-marketing-shaped-his-new-book-think-do-say/

The Marketing Topics That Resonated Most With Readers In 2019

Kimberly A. Whitler
Senior Contributor
CMO Network
As a former General Manager and CMO, who worked for nearly 20 years before getting a PhD and working as an Assistant Professor at the University of Virginia's Darden School of Business, I conduct research that focuses on helping the C-suite (and aspiring C-level marketers) better understand, develop, and lead marketing excellence.
https://www.forbes.com/sites/kimberlywhitler/2019/12/21/the-marketing-topics-that-resonated-most-with-readers-in-2019


The Dividends of Digital Marketing Maturity

FEBRUARY 18, 2019
By Dominic Field , Shilpa Patel , and Henry Leon
https://www.bcg.com/en-in/publications/2019/dividends-digital-marketing-maturity.aspx


Prescriptive Analytics in Sales and Marketing

How analytics can guide companies from insight to action.
Prescriptive analytics frequently takes three forms: guided marketing, guided selling and guided pricing.
By Chris Dent, David Burns and Saber Sherrard
August 27, 2019
https://www.bain.com/insights/do-this-not-that-prescriptive-analytics-in-sales-and-marketing/

Choosing Your Next Go-to-Market Investment

Where should you spend the next dollar on commercial capabilities? A diagnostic X-ray reveals the gaps that matter to your business.
By Jonathan Frick, Jason McLinn, Mark Kovac and Chris Dent
January 11, 2019
https://www.bain.com/insights/choosing-your-next-go-to-market-investment/


Agile in the consumer-goods industry product development: 

The transformation of the brand manager
April 2019
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/agile-in-the-consumer-goods-industry-the-transformation-of-the-brand-manager

What CEOs and other execs really think of marketing

July 2019
Many executives now regard it as an investment and rely on it to drive growth. This consensus emerged from a series of surveys and in-depth interviews conducted with more than 200 leading C-suite executives by McKinsey consultants and researchers.
https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/views-from-the-top-what-ceos-and-other-execs-really-think-of-marketing


MAKING CONNECTIONS WITH THE NEW DIGITAL CONSUMER
PwC's Entertainment and Media Outlook
To thrive in a world of apps, platforms, and privacy concerns, marketers have to become multitaskers.
by Dan Bunyan and Karim Sarkis
https://www.strategy-business.com/feature/Making-connections-with-the-new-digital-consumer


Why B2B Buying Cycles Are So Long
http://b2bmarketingdirections.blogspot.com/2019/05/why-b2b-buying-cycles-are-so-long.html

What Abraham Maslow Can Teach Us About Customer Experience
http://b2bmarketingdirections.blogspot.com/2018/07/what-abraham-maslow-can-teach-us-about.html

Marketing Communication Plan
Communication for pull. Communication for push Communication for profile.
https://neilsbrandingblog.blogspot.com/2018/10/marketing-communication-plan.html

Marketing 4.0


“Marketing 4.0: When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human” – Philip Kotler, Hermawan Kartajaya, Iwan Setiawan
May 5, 2018

Marketing 4.0 is about balancing machine-to-machine (M2M) with human-to-human (H2H).

New Ideas in Marketing 4.0

‘Segmentation and Targeting’ to ‘Customer Community Confirmation’
‘Selling the 4P’s’to ‘Commercializing the 4C’s’
‘Customer Service Processes’ to ‘Collaborative Customer Care’
‘Brand Positioning and Differentiation’ to ‘Brand Characters and Codes’
‘Segmentation and Targeting’ to ‘Customer Community Confirmation’
http://www.marketingjournal.org/marketing-4-0-when-online-meets-offline-style-meets-substance-and-machine-to-machine-meets-human-to-human-philip-kotler-hermawan-kartajaya-iwan-setiawan/


Why Great Innovation Needs Great Marketing
Denise Lee Yohn
FEBRUARY 20, 2019

Strategic, upstream marketing that is incorporated into the innovation development process can clearly define who to sell the new offering to and how to sell it.
Decide 4Ps of marketing using marketing expertise.

 Innovation alone may be enough to initiate the adoption life cycle, but marketing remains the bridge necessary to cross the chasm between early adopters to the wider group of people who will form a viable, valuable customer base.
https://hbr.org/2019/02/why-great-innovation-needs-great-marketing



2018


4 Ways to Improve Your Content Marketing
Frank V. CespedesRuss Heddleston
APRIL 19, 2018
The average viewing time for content is 2 minutes and 27 seconds.
Frank Cespedes is a Senior Lecturer at Harvard Business School and author of Aligning Strategy and Sales (Harvard Business Review Press).
https://hbr.org/2018/04/4-ways-to-improve-your-content-marketing

Why Marketing Analytics Hasn’t Lived Up to Its Promise
Carl F. MelaChristine Moorman
MAY 30, 2018

Communication theory tells us that the transmitter and receiver of information must share a common domain of knowledge for information to be transmitted. This means analysts need to understand what the firm’s managers can understand.
 it is critical for analysts to connect externally with customers and internally with the managers using their work.
Carl F. Mela is the T. Austin Finch Foundation Professor of Marketing at Duke University’s Fuqua School of Business and the Executive Director at the Marketing Science Institute.
https://hbr.org/2018/05/why-marketing-analytics-hasnt-lived-up-to-its-promise



2017

5 Ways Words Can Destroy Your Marketing Messages (And How to Fix Them)
Use these copywriting tips to improve your marketing messages and ensure you don't lose sales or money on your marketing investments.
https://www.entrepreneur.com/article/298766



There is No Luck. Only Good Marketing.

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TEDx Talks

Article in HBR on Organization of Marketing Department
https://hbr.org/2014/07/the-ultimate-marketing-machine

Developing a marketing plan  (interesting information is in the article)
http://canadabusiness.ca/managing-your-business/marketing-and-sales/marketing-basics/developing-a-marketing-plan/

Key competencies for general sales effectiveness
By Amir Qureshi
12 December 2016
https://www.thomasinternational.net/en-gb/blog/december-2016/key-competencies-for-general-sales-effectiveness/


Dec 2016

https://medium.com/context/tagged/best-of-2016


March 2016

Marketing Managers' Salary Guide for USA - 2016
https://www.ama.org/career/Pages/2016-Marketers-Salary-Guide.aspx

https://hbr.org/topic/marketing

http://knowledge.wharton.upenn.edu/article/imagine-theres-no-marketing-its-easy-if-you-try/

http://knowledge.wharton.upenn.edu/article/six-digital-marketing-traps-that-cmos-should-avoid/

http://knowledge.wharton.upenn.edu/article/small-data-new-big-data/

http://knowledge.wharton.upenn.edu/article/recommended-for-you-how-well-does-personalized-marketing-work/


https://www.ted.com/talks/seth_godin_on_the_tribes_we_lead

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TED


May 2015

Negotiation: What Makes the Right Business Deal
http://www.forbes.com/sites/ianaltman/2015/05/05/negotiation-what-makes-the-right-business-deal/


Macromarketing
I searched for this topic today in my interest to write an article on the topic marketing support for Make in India Campaign. I found that there a huge literature in the area of macromarketing. The reference I came across today are:

Marketing Theory: Philosophy of Science Perspectives
https://books.google.co.in/books?id=W4phEfAbHBQC


http://en.wikipedia.org/wiki/Macromarketing


April 2015

Marketing communication messages have to be different when you announce a product and build buying intention for it. The communication has to change when the product is actually made available in the market for purchase.  Read the summary of a recent research paper on adoption of products.
http://nraomtr.blogspot.com/2015/04/adoption-of-new-products-and-processes.html


February 2015
Planned Revision schedule for marketing chapters is in February and March

January 2015

Why Your Customers’ Social Identities Matter.

By: Champniss, Guy; Wilson, Hugh N.; Macdonald, Emma K. Harvard Business Review. Jan/Feb2015, Vol. 93 Issue 1/2, p88-96.

People are highly social animals. Most of us belong to many social groups, each with its own identity.

For five years the authors have been studying how social identity affects customer behavior in a wide range of industries. They have seen that companies can trigger more-favorable reactions in customers by subtly influencing which identities they tap into. This is something firms should take into account when doing market research or designing experiences.

The first step is to surface the range of  a customer's  possible identities. If a customer's identity encourages targeted behaviors, marketers can help reinforce it.  Marketers can also work to add a desired behavior to those that customers associate with an identity, prime different identities in customers, and even create new identities that deepen relationships with existing customers and attract new ones.




2014's top The Gunn Reports' Cases For Creativity

1. 1. IBM's 'A Boy And His Atom' Ogilvy & Mat her, USA
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IBM upload
http://economictimes.indiatimes.com/magazines/brand-equity/2014s-top-the-gunn-reports-cases-for-creativity/articleshow/45952325.cms


2. Evian Baby & Me
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EvianBabies
99,261,360 views 29 Jan 2015


"Contagious: Why Things Catch on" by Jonah Berger was named the best book of Marketing of 2014
Talk by Jonah Berger
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Talks at Google upload
http://google.co.in/books?id=J2l7pgwTiW4C  (For previewing the book)

Marketing News - 15 January Issue
http://publications.ama.org/Marketing_News/MN-jan15/index.html

Why Uniqlo Is Winning
By: David Aaker
Uniqlo is Japanese clothing retailer now in top 5 and plans to beat Zara.
https://www.ama.org/publications/MarketingNews/Pages/why-uniqlo-is-winning.aspx


Updated 26 December 2019,  1 June 2019. Dec 2015


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