Broadly defined, Philip Kotler describes marketing as a social and managerial process by which individuals and organizations obtain, what they need and want through creating and exchanging value with others.
The implications of this are significant. So often as marketers, we think about the processes we are engaged in, the sophistication of our analyses and the beauty of our strategic insights. In this way, it is too easy to forget about the value exchange we are engaged in with our customer.
The concept of value is becoming more and more important as we face up to so many global challenges, and increasingly so in healthcare, where prescribers, payers and patients are grappling with the affordability of healthcare and what value actually means to them.
The implications of this are significant. So often as marketers, we think about the processes we are engaged in, the sophistication of our analyses and the beauty of our strategic insights. In this way, it is too easy to forget about the value exchange we are engaged in with our customer.
The concept of value is becoming more and more important as we face up to so many global challenges, and increasingly so in healthcare, where prescribers, payers and patients are grappling with the affordability of healthcare and what value actually means to them.
| new_marketing_approaches_by_jonathan_dancer.pdf |
marketing excellence can represent a real challenge for organisations. More than just a set of templates, developing true marketing excellence requires a cultural shift in the way the whole organisation approaches customers.
Marketing is not a function or a department location. Only by integrating marketing thinking into every single decision can an organisation truly say that it has achieved marketing excellence.
Marketing is not a function or a department location. Only by integrating marketing thinking into every single decision can an organisation truly say that it has achieved marketing excellence.
| marketing_excellence_by_jonathan_dancer.pdf |
some people are clearly visionaries, JFK, Martin Luther King, Henry Ford, Bill Gates.
They were each able to mobilise nations, societies, companies and teams in search of what seemed at the time almost impossible goals.
everyone can inspire others with a vision of their own provided it is well-crafted and compelling. This ability is increasingly important in our highly connected and not necessarily accountable world.
They were each able to mobilise nations, societies, companies and teams in search of what seemed at the time almost impossible goals.
everyone can inspire others with a vision of their own provided it is well-crafted and compelling. This ability is increasingly important in our highly connected and not necessarily accountable world.
| vision__values_by_jonathan_dancer.pdf |
We like to believe that marketing excellence is a straightforward process to implant in our organisations, but it is far from that:
We all know that it isn't that easy to create 'Marketing Excellence' within a business, but it is remarkable how many people believe that creating a set of templates and some process flow diagrams is akin to finding the ingredients of a magic potion and that marketing excellence will spring up and propagate before our very eyes as if we had spoken an incantation over our companies.
We all know that it isn't that easy to create 'Marketing Excellence' within a business, but it is remarkable how many people believe that creating a set of templates and some process flow diagrams is akin to finding the ingredients of a magic potion and that marketing excellence will spring up and propagate before our very eyes as if we had spoken an incantation over our companies.
"Just Add Water..." by Jonathan Dancer