Carl Panteny wrote a blog post titled Marketing is more than brand and marcomms. It’s everything.
« If the course/product/service has potential, then there is an opportunity to create, shape and implement a strategy to support the business. This can range from branding, campaigns to optimisation and utilisation of new channels and media mixes. »
« However, if the course/product/service is shit, or not wanted, then any strategy will only lead to a new round of the ‘Blame Game’. »
« Markets constantly change. We need to monitor and adapt accordingly. Otherwise our competitors will make the decisions for us. »
« In a paper for the European Journal of Marketing, Balmer & Greyser (2006), outlined the extended marketing mix. The 11ps. More Ps may sound overkill (debate for another time), but, they cover EVERYTHING within the marketing realm. »
- Philosophy and ethos
- Product
- Price
- Place
- Performance
- Positioning
- Personality
- Promotion
- People
- Perception
- Promise
« Marketing strategy IS the business strategy »
« Marcomms cannot compensate for a poor go to market strategy. Flawed pricing model. Or a market that doesn’t want what we offer. »
« If you take anything from this blog, marketing strategy isn’t just about marcomms, channels and branding. It’s everything. »
Articles of Interest 