Marketing Primer 14

1. Study the greats. Then be different.
2. Start with Kotler's 4Ps: price, product, place, promotion.
3. Read Michael Porter on the value chain concept.
4. Don't get bogged down with the current 'thing' e.g. social media. By the time everyone is discussing it, there is often little differential advantage to be extracted from it.
5. Marketing is not 'cool'.
6. Marketing is not an alternative word for 'sales'.
7. Marketing is not trade shows.
8. Marketing is radical, insightful paradigm-piercing thinking.
9. Marketing is questions.
10. How can we create step-change advantage?
11. How about if..?
12. What might?
13. Marketing is asking the question everybody else has ignored. Noting the answer.
14. And being fast to implement.