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Marketing: the ethereal business art and practice: misaligned, misunderstood, under-performing, yet it holds the key to both superior performance and real and sustainable competitive advantage.
Marketing leader David Hood offers the Manifesto for Marketers and marketing: the result of many years of scientifically and methodically examining what REALLY needs to be addressed in marketing, offering much-needed Leadership to this 'mission-critical' profession.
Offered in easy, bite-sized chunks, these top 15 mini-manifestos spell out WHAT needs to change to fr...
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Marketing: the ethereal business art and practice: misaligned, misunderstood, under-performing, yet it holds the key to both superior performance and real and sustainable competitive advantage.
Marketing leader David Hood offers the Manifesto for Marketers and marketing: the result of many years of scientifically and methodically examining what REALLY needs to be addressed in marketing, offering much-needed Leadership to this 'mission-critical' profession.
Offered in easy, bite-sized chunks, these top 15 mini-manifestos spell out WHAT needs to change to free you from the barriers to superior marketing capabilities, WHAT TO CHANGE TO and as you'd expect from David ........ HOW TO CHANGE.
"The prose of ideology flows like a system of signs that are designed to transform the reader's mind" - Prof Luiz Moutinho, Chair of Marketing, University of Glasgow
"'The Marketing Manifesto’ demonstrates through 15 manifestos exactly how to get the most out of Marketing. Marketers need to be change agents, for example by putting the customer first, treating marketing as a pan company process, and keeping ahead of the curve in predicting future needs as an agent for the customer. The book logically tests assumptions and then takes us through necessary changes and taking brave steps towards achievement. A thoroughly good read and useful reference for marketers and managers in the business challenges that lie ahead." - Ray Perry, Executive Director of Brand, Profile and Marketing, Chartered Institute of Management Accountants (CIMA)
(more)
Marketing …. A profession and business subject that is urgently in need of an immediate evolution, or radical revolution; indeed it is arguably undergoing a revolution in large part WITHOUT us Marketers. What is offered here is a means to fundamentally address some outstanding core issues, to allow for greater personal and corporate prowess at marketing.
I am certain that you also feel as though a change is more than overdue. It both marketing and its practice is seriously underperforming in terms of its status and place as a strategic business activity, and consequently, lowering its potential to be the prime driver of value for the business. Marketing can, and should be, the defining potent and perfect agent for competitive sustainability.
Indeed, it should be an agent for YOU. Marketing, and your ability to utilise it, should enable you arguably beyond what any business practice or process can. It should enable you to best deliver what the customer wants, and deliver it most profitably.
Has it done this service satisfactorily? I would suggest that it hasn’t. It certainly hasn’t lived up to its expectation, aspiration and role.
I have attempted to looked at marketing , both from a scientific viewpoint as someone keen to examine and find some form and robustness within marketing, and also as a true fan of what marketing practitioners wish it could be. It surely must be a virtuous process and paradigm that finally comes of age and not only leads the organisation and manages its obvious and not-so-obvious ‘deliverables’; but it could and should shake off the predominant perception that it is little more than an art or alchemy that deceives and browbeats the prospect into becoming a customer.
These fifteen deliberately short Manifestos are the result of beginning this fruitful and worthwhile journey, seeking and collecting evidential knowledge about what really is of import to the Marketer and what in truth stands in the way of virtuous, honest and powerful capabilities – both for the company they represent and for each and every individual Marketer.
(David J. Hood)
The Author summarises the basis for the book and what it offers to the Marketer; how the book came about, the evidence for the book and lists the 15 mini-manifestos that make up this seminal new...
The Author summarises the basis for the book and what it offers to the Marketer; how the book came about, the evidence for the book and lists the 15 mini-manifestos that make up this seminal new book.
(more)David Hood, Author of The Marketing Manifesto, gives a personal opinion about marketing and how this culminated in the new book ‘The Marketing Manifesto’.
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