Nenhuma nota no slide Os dez pecados mortais do marketing 1. Kotler, considerado por muitos como o pai do Marketing, escreveu a obra onde identifica os Dez pecados mortais do Marketing. Kotler afirma que todos os novos produtos devem estar apoiados por um plano de marketing, para que desta forma se consiga tirar a maior rendibilidade do produto. Ao implementarem este plano os especialistas conseguem controlar os resultados.
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It does a good job of reminding marketer to go back to the basics of marketing. In doing that, it highlights for a CEO, what marketing should be focused on and what the CEOs role in marketing should be. Marketing is one of the many jobs that a CEO must understand. In fact I will go as far as to say that the CEO should be the 1 marketing visionary for the company.
Marketing needs to be about leading a company forward and driving business results. Marketing is not about social media, or search engine optimization, or even the voice of the customer.
Those are all tools that a marketer can use. But in the same way a cabinet maker is defined by his focus and skills on making cabinets and not on his skills with a saw or chisel, a marketer should be defined by his or her focus on growth and not by an ability to utilize a tool. To lead off this chapter Mr. To run the marketing department well 2.
To win the confidence of the heads of other departments 3. And the order matters. Every marketing activity must be based on the company growth strategy. And the company growth strategy must be based on a market focused vision of where to take the company. If marketing is not aligning with the CEO, then no department head should have confidence in marketing and it will not matter how well the disconnected marketing department is run. His or her three jobs are to: 1.
Help the CEO craft the vision 2. Articulate the vision is a way that aligns the organization behind a market based growth plan 3. Oversee the implementation of the growth plan So while the CEO has a lot more than three jobs, one of them is marketing.
And if marketing at your company is not performing a strategic leadership role, is it that you as the CEO has not fulfilled you marketing role of setting the vision? Or is it because your marketing team has their priorities reversed?
PDF - Os 10 Pecados Mortais do Marketing
Os 10 pecados mortais do marketing