Is there a right or a wrong way to approach your marketing strategy? Amazon is awash with prescriptive text books that will tell you exactly how you should be doing it. But every business is unique, catering to a special mix of customer needs in a specific and differentiated way.

Unsurprising then, that there is no ‘one size fits all’ answer that will secure you success. So should we disregard the text books entirely and improvise, based on our instincts?

For me, complete improvisation is a no no. Without structure, or focus, you could end up with a total marketing mish mash that delivers no results. So the question then is what marketing models are useful? And how best to use pre-packaged marketing thinking and mix it together in a way that delivers effective activities that our customers find appetising.

Over the next few weeks, I’m going to review a handful of my favourite models - the ones that I feel add value, without burning too much of our most precious resource, time. But a great standby for anyone wanting the Marketing Textbook to end all textbooks is Kotler. This table thumping blue tome is the one that most qualified Marketing gurus still have tucked in a desk drawer somewhere, and one that’s packed with model marketing strategies that never seem to go out of fashion. It’s priced just shy of £50 (ouch), but it’ll last you a lot longer than a new pair of shoes. It’ll probably get your further too. . .

marketing_management_philip_kotler | marketing_models | marketing_strategy