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The Four Faces of Marketing

Breakthrough Business Empowerment & Marketing Accountability

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(62 ratings)
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Language:  English
In this book readers will learn how the Four Hierarchies of Marketing can be used to allocate the right responsibilities to the appropriately qualified decision makers.
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Ideally, Marketing is accountable, generates bulletproof business outcomes, drives growth and profitability, and empowers the whole organisation. In reality, however, Marketing can be unfathomable, counter-productive, inefficient and cumbersome, offering little or no contribution to corporate growth and unable to create competitive advantage. The Four Faces of Marketing offers a new perspective: Clarity of understanding of Marketing functions, which promises corporate immortality from better delegation of authority due to recognition of defined and divergent skill sets within the profession of Marketing.

  • Author’s Note 
  1. Recognising the Flaws that Can Create or Cause Business Failure
    1. Why Do (Once-successful) Organisations die?
    2. Why has tolerance of high failure rates propagated? 
    3. The Hierarchies of Marketing 
  2. It’s Time Business was More Responsible and Marketing More Accountable 
    1. The Hierarchies of Marketing Provide a Framework for Business Empowerment 
  3. From Marketing Mayhem to Marketing Magic
    1. “I’m in ‘Marketing’” 
    2. What is Marketing? 
    3. What is the expert’s Definition of Marketing? 
    4. The Definition of the word, “Marketing” 
  4. Valuing “Marketing’ 
    1. “Don’t talk to me about marketing, just get out there and sell!”… 
    2. Why have clever, albeit brilliant, business people fallen prey to under-valuing ‘marketing’? 
    3. Modern Day Perceptions of “Marketing”
    4. Understanding the Four Faces of “Marketing” Creates Clarity and Empowerment in building “organisational immortality” 
  5. The Hierarchies of Marketing 
    1. Implications of Organisational Adoption of the Four Faces of Marketing
    2. Limitations of the Four Faces of Marketing 
    3. 4-Faces: Levels of Marketing Function 
    4. Creating Immortal Organisations by adopting the Four Faces of Marketing 
  6. The First of Four Faces – Administrative Marketing
    1. Administration Level “Marketing”: Administration & Support 
  7. Level Two of Four Faces – Operational Marketing 
    1. Operational Level “Marketing” 
  8. When ‘Theory’ Helps – Managerial Marketing 
    1. Is Managerial Marketing Managing Customer Happiness, or more?
    2. Conscious of the NPS (New Promoter Score)
    3. How does a Managerial Marketer Improve Marketing Productivity? 
  9. Strategic Marketing
    1. It’s time to recognise Failure and Reject it as Unacceptable 
    2. Most executives get confused between Strategy and Tactics.
    3. Training in Strategic Marketing helps 
  10. Implications of the Hierarchies of Marketing for Investment, Recruitment & Organisational Management 
    1. Hierarchies of Marketing to Improve Marketing Productivity & Accountability 
    2. Hierarchies of Marketing Considerations for M&A (Merger & Acquisition), Investors and Venture Capitalists
    3. Hierarchies of Marketing Considerations for HR Directors
    4. Hierarchies of Marketing Considerations for Recruiters & Management Consultants 
    5. Hierarchies of Marketing Considerations for CEO’s
    6. Hierarchies of Marketing Considerations for Chief Marketing Officers
    7. Hierarchies of Marketing Considerations for Advertising Agencies, Research Agencies & Marketing Services Providers 
    8. Hierarchies of Marketing Considerations for Aspiring Business Executives
    9. Recruitment – An example of the Misunderstanding of ‘Marketing’ Syndrome
    10. Fear of the Unknown Can Nurture Bad Habits
  11. Harvesting Immortality and Greater Riches from Marketing
    1. Organisational Structure for Utilising Appropriate Marketing Governance
  • Appendix 1: The Part Academia has Played
  • Have Academic Educators in Marketing Completely Dropped the Ball and partly to Blame?
  • Appendix 2: Weapons of the Strategic Commando
  • Market Segmentation
  • Product Analysis 
  • NPD New Product Development with Success in Mind 
  • Rudimentary Tools that Empower the Marketing Educated 
  • About The Author 
  • Back Cover 
  • Endnotes 

It is worth reading it. Excellent!!!!
Great book, got a lot out of it and found it easy to understand. Thank you for making it available.
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About the Author

Leigh Cowan

After investing 13 years learning the craft of marketing at UNSW, Leigh Made a mark in FMCG marketing, including being featured on current affairs TV, metro newspapers & business publications.

In his 20’s he reached Senior Account Director in major advertising, direct marketing and FMCG sales promotions agencies, moving to marketing management where he succeeded in categories as diverse as FMCG, I.T. & Government.

In his 30’s, Leigh was lured to the UK where he delivered explosive growth & profits gain for a FMCG company, increasing its market share 6-fold in under 18 months. While in UK, he found time to complete a Graduate Diploma in Strategic Planning at London’s City University.

Returning to Australia, Leigh broke new records in FMCG product launch, before being lured to consult with Australia largest management consultancy. Here he become known as “the 9 out of 10 difficulty guy” securing numerous testimonials from the multi-national corporations he helped. He created marketing plans that improved the paths of billion-dollar businesses in big pharma, transport, hardware, banking, professional services, energy, automotive and industrial chemicals.

After a career of private company directorships, Leigh also sat on the boards of listed public companies and advised many others.

Leigh also found time to teach (part-time) both graduates (MBA) and undergraduates (Marketing Planning & Strategy) between 2003 until 2009 at the University of Technology in Sydney.

These days Leigh is a popular keynote speaker in marketing management, strategic leadership and Corporate & Marketing Governance. He also conducts strategy training workshops for senior executives of large companies in, pricing, product development, employee engagement and branding. He consults through research, planning & strategy advisors, Leadership Empowerment Pty Ltd, based in Sydney.