Marketing Management Subject Update

Marketing Management Revision Article Series

2019

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

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 1 June 2019. Dec 2015


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