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