Theodore Levitt’s impact on Marketing is immense. He was a professor at Harvard Business School for 30 years and started teaching marketing at a time when he had never previously read a book on the subject. He was also editor of the Harvard Business Review and changed it from being a boring, academic magazine into […]
Read more
The attached article by Michael Treacy and Fred Wiersema outlines their value disciplines model that they presented in their excellent book – The Discipline of Market Leaders: Choose Your Customers, Narrow Your Focus, Dominate Your Market. It is an important model and all marketers would benefit immensely by going through the article or their book. […]
Read more
In the attached article, Michael Raynor and Mumtaz Ahmed argue that much of the strategy and management advice that business leaders embrace turn out to be unreliable or impractical. That’s because most management gurus have underestimated the power of chance. Thus, a company may do extremely well for a few years – possibly due to […]
Read more
Accelerate is an award winning article that Dr. John Kotter wrote in HBR. For those of you not aware of Dr. Kotter, he is a former professor at the Harvard Business School, an acclaimed author, and now Chief Innovation Officer at Kotter International. Dr. Kotter has written 18 books and Business Week rated him the […]
Read more
I am sure most marketing folks would have read books by Al Ries and Jack Trout. Of course, their pathbreaking concept was positioning, a concept that changed the way people looked at communication. They have written a number of books together (and separately), the most important one being their first – Positioning: The Battle For […]
Read more
When we talk of brands that have been highly successful, we must not forget that there are a huge number of established and new brands that have either withered away or died an unexpected death. In many cases, this has been because marketers have believed in certain so-called axioms (or self evident truths). Unfortunately, many […]
Read more
Marketing guru, Philip Kotler, outlines the 10 marketing sins that you, as a marketer, can commit: * Your company is not sufficiently market focused and customer driven. * Your company does not fully understand its target customers. * Your company needs to better define and monitor its competitors. * Your company has not properly managed […]
Read more
Roger Martin, whose book ‘Playing to Win: How Strategy Really Works’, written with former P&G boss, A. G. Lafley, is about to be released talks of why EVERY company must have a strategy. He outlines why many companies shun strategy, thinking it is something only stable, established companies need to do. Read the article here […]
Read more