Make Marketing History

The views of a marketing deviant.

Friday, February 22, 2008

Marketing And Strategy.

Business strategy and marketing are very similar disciplines (when properly understood). They both focus on the raison d'etre of a business - satisfying customer needs. That's why marketing must be central to any business. If it isn't, it's because marketing hasn't been properly marketed within the business. Here's how you do it.

Michael Porter's definition of strategy.

"Competitive strategy is about being different...It means deliberately choosing a different set of activities to deliver a unique mix of value (for the customer)."

Peter Drucker's definition of marketing.

"Marketing is not only much broader than selling...It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer's point of view."

QED.

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