What is marketing today? Does he do, or not? What to do and how to act to promote their products and services. Work if the rules of marketing that have worked before. It is with these issues face those who are directly engaged in business each den.Ya am not a fan of this theory here, just as much as I do not understand the point in an infinite number of books written on marketing. To understand the marketing, only one book – this is Jack Trout “Marketing Warfare”. I will tell you a secret, it does not even need to read in full. You can read the names only in order to understand the whole kitchen modern marketing. The problem of all marketing gurus is that they are much more complicated, which strictly should not do. Deluded businessmen are beginning to take too much effort on the thorny path of marketing, sometimes making disastrous mistakes. One of which, of course, is hiring a marketing manager and continued stalling on him the whole burden of responsibility for the company’s marketing strategy.
In modern marketing – marketing manager position should not exist at all. Since, generally, in any medium-sized company marketing manager, looks at least strange, and very similar to a certain Don Kihoda, struggling with virtual windmills. Perhaps these words will seem to someone that exists delusions and their accumulated knowledge about marketing, polished mountains of books, which indicate a great importance as a marketing department or marketing manager alone are steadfast and do not require proof. From what I personally do not agree.
The problem of marketing is that it draws some distinction between actual sales and marketing itself. And the basic idea here is that marketing is and is selling as if it may sound, but it is a fact. And share it makes no sense. For a more detailed disclosure of the issue of uselessness marketing manager, can be compared by analogy, based on that the only book on marketing, which I mentioned above. So, marketing – this is war! The war for the consumer, through various tactics and strategies to, which is the only one – the ultimate sale, which is often overlooked marketing managers, confusing the real purpose of their indirect, for example, to keep within budget.
Once marketing war, what’s the point displayed on the battlefield, one even combat officer? Is not it easier to fight with rival all its combat power and to bring to the battlefield all the large army.
The underlying idea here is that every employee in your company should be involved in hostilities in the struggle for the buyer, and the good old rule that there is safety in numbers (or even one department, if you have one). From janitor to the owner of the company, from the freight forwarder to the CFO. How? Very simple! When your secretary all day playing patience headscarf – it does not mean that it is stupid. It says only one thing that you-mediocre leader who can not inspire the employees to outstanding results.
Anyone in your company can start selling today. Or do you still think that the sale is an extremely tangible action that can touch and feel. In our time – selling is not sale of goods as such. Sales – a first sale value and benefits of your product, whatever it was. People do not buy goods as before, they buy benefits. And to sell this same benefit can anyone from your staff, including the secretary – that the secretary. Even if you sell the turbines for nuclear power plant, or metal steamers, anyone from your staff can create the company’s values every day.
And the question here is not about Christmas, the spam-mailing to clients and other rubbish. Far more important than compassion, or maybe even just a smile.
The question of value creation is not possible to cover in so short a short article, and requires a lot more, but the main objective of this article was the reason you to think about what you can do a better job in your company. Since I personally have to face daily with companies that have allegedly “good marketing”, “marketing plans” and “marketing department”, but this company, I personally (and many others) is nothing but disgust longer causes.