Exponential Marketing [antikvár]

Introduction Welcome to My Marketing Religion People 1 have worked with over the years usually come away from the experience thinking 1 am a bit of a fanatic. They would say, "That Paul has some pretty good ideas and some new ways of doing things, but he is relentless about this whole customer thing" others would add. "Like a dog with a bone," 1 can only plead Guilty as charged . 1 am fanadcal about customer focus - have been for a long time. I didn't invent this relentless faith in customer value, 1 learned a lot of it from another fanatic named Sergio Zyman who became my mentor twenty years ago, and 1 assume he learned it from someone else. 1 have continued to learn the intricacies and nuances of this customer focused religion from many other practitioners along the way, just as 1 suppose they have learned a piece or two from me. We talk in terms of who 'gets it', and who doesn't as we set off to convert those who don't. Most marketers would simply answer "of course", if you were to ask them if they are customer oriented - as though it goes without saying. Then they go back to 'managing' their brand by doing 'marketing stuff like hiring agencies, producing advertising, conducting focus groups and looking at sheets of brand indicators. But that isn't really marketing anymore than presuming that doing the books everyday at the close of business is financial planning. It just one of the things you should do along the way. Marketing literally means 'going to market'. Doing all that stuff well may be important,