Is there any such thing as ‘model’ marketing?

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 …

5th April 2007 at 12:02 pm

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. . .

Sara Scott

Sara is a marketing specialist with a wealth of on-line and traditional experience. With award winning credentials as an advertising writer, her career also spans the disciplines of planning and strategy for both B2B and consumer clients. Having worked for one of the the UK's biggest non-London agencies, Sara now works on a consultancy basis for clients large and small.

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  1. This is so interesting! I just wrote a short post about the “no no” 🙂 Marketing improvisation.

    So you might say that while we both acknowledge that no marketing strategy works for everyone, we draw somewhat different conclusions. And that’s fine! 🙂

    One thing that I’d like to stress is this:
    Having improvised (in different areas of life) for about 40+ years now, I can say with absolute certainty that improvisation and structure are not mutually exclusive in any way. If you improvise and really stay open and allow the improvisation ufold you will most certainly see a structure unfold. Many times it’s a structure that’s more profound, creative and powerful than the structure you can figure out with pure logic. It’s a more free-flowing structure but it’s by no means arbitrary.

    This being said, I’m not saying that everyone should improvise. In the end it depends on what type of a person you are and what works best for you. As you say, for some it would mean no results. For others it would (and does) mean results that are absolutely mind-blowing.

    Many greetings


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