Marketing Classics
Marketing Classics: What the Hell Is “Market Oriented”? (Benson P. Shapiro, 1988)
This is a great Harvard Business Review article from the late 80’s told in the form of a story surrounding the perils of a manufacturing company in Indiana. Market Oriented is a term to describe a company that is driven by a desire to completely understand the markets it operates in and the people who [...]
Defining “social marketing”
I’m in an academic mood today.
It all started with a great breakfast with my friend Randy this morning where he shared some classic articles from his father who was a marketing VP and marketing professor in Milwaukee some years ago and was highlighted by a comment in a LinkedIn group where a Shaklee representative called [...]
Marketing Classics: The Hierarchy of Effects
I was sitting down with an advertising executive in the radio industry recently and we spent a considerable amount of time talking about marketing strategy. This, of course, is not an odd topic of conversation, but the context is what struck me. I (incorrectly) thought that broadcast advertising folks were generally predisposed to offering up [...]
Marketing Classics: The Rule of Three and Four
Those that know me know that I’m a huge fan of classical marketing writing. Stuff from the 20’s through the 80’s that most of us have forgotten but that’s still so highly relevant today, especially with all of the new tools & channels that we have to wade through. So, in each newsletter from now [...]
