Are Our Marketers Out of Sync With Today’s Business Needs?

“Just like finance, or HR, or ICT, marketing is a function, a specific business activity that fulfils a fundamental business purpose.”

–  de Chernatony et al, (2011) Creating Powerful Brands

Speaking of “specific business activity,” de Chernatony et al. claim that marketing is a process for:

  • Defining markets in terms of needs
  • Quantifying the needs of consumer groups (segments) within these markets
  • Putting together the value propositions to meet these needs and communicating these value propositions to all those people in the organisation responsible for delivering them
  • Playing an appropriate role in delivering these value propositions (usually only communications)
  • Monitoring the value actually delivered.

In marketing it is difficult to find a more credible source than de Chernatony, McDonald and Wallace. But what I have observed in the practice of marketing is often so different from the above that I sometimes ask myself, “Are we marketers out of sync with today’s business needs?” Or have de Chernatony et al. got it all wrong?

Herman D. Alvaranga is a marketing and sales strategist

In marketing it is difficult to find a more credible source than de Chernatony, McDonald and Wallace. But what I have observed in the practice of marketing is

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