Advertising is so last century! Advertising doesn’t work any more. Instead, customers talk – like never before. It used to be the case that the advertiser was in control of the message. That was when the advertiser had more power than customers and could control the message. Nowadays, customers are in control. Customers have always …
Category: Marketing
Charting your Competitive Strategy
Analysing Competitors and Charting your Competitive Strategy The technique of ‘charting the competition’ is extremely effective in analysing competitors’ strengths and weaknesses in relation to your own business. Using clearly understandable charts, it dramatically illustrates the competitive landscape. Most importantly, however, it allows executives to develop competitive strategies which will beat the competition and from …
Marketing Warfare
Marketing Warfare – Focusing on Competitors as well as Customers Whilst conventional marketing theory states that businesses should be customer-focused, the concept of Marketing Warfare argues that businesses should be competitor-focused. Since the marketplace is dynamic, the actions and reactions of competitors must be taken into account, as well as the needs of customers, when …
Guerrilla Marketing – books
Some recommended reading on Guerrilla Marketing: The Guerilla Marketing Handbookby Jay Conrad Levinson, F.X. Nine, Seth Godin9780395700136
Cheeky Guerrillas in Utrecht
The four friends formed a band at college but it didn’t work out, so they call themselves ‘Autobahn’ as a tribute to the band that never plays in the film The Big Lebowski. Instead they focus on what they excel at – using their best creative talents to design publications and websites that have something …
Guerrilla Marketing for Creative Enterprises
Creative businesses and organisations can often use ‘guerrilla marketing’ tactics effectively. Imagination and unconventional approaches are the hallmarks of both the guerrilla marketer and the creative entrepreneur – and the low budget approach of guerrilla marketing often suits creative businesses and cultural organisations. Guerrilla Marketing has been described as “unconventional ways of performing promotional activities …
The Magic of Marketing – book extract
“Marketing is not just a posh word for ‘selling’. It’s much more radical than that. Marketing in its widest and best sense is about aligning your whole business to the changing needs of your customers.” The above is an extract from ‘The Magic of Marketing’, chapter 4 from the book ‘T-Shirts and Suits: A Guide …
Strategic Marketing
Strategic Marketing is about aligning the whole business to the changing needs of carefully chosen customers. “Marketing is not only much broader than selling, it is not a specialised activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from …
What does ‘marketing’ mean?
Marketing is much more than a posh word for ‘selling’. It’s much more than that. It’s the whole business, looked at from the customers’ point of view. As David Packard famously said: “Marketing is too important to be left (just) to the marketing department'” What marketing ISN’T is some kind of ‘magic dust’ that can …