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. »

  1. Philosophy and ethos
  2. Product
  3. Price
  4. Place
  5. Performance
  6. Positioning
  7. Personality
  8. Promotion
  9. People
  10. Perception
  11. 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.  »

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