Hello

Hub
http://www.viadeo.com/hu03/002fnytlya20ovm/activites-et-services-france-et-international

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>Hi,

I just wondered if anyone had any strong thoughts on the above issue. I find that it is quite frustrating that some comparisons are banded about regarding 'best in class' inferring that if a Marketer - or company - adopted some things that 'best in class' companies do, then our companies will improve?

Surely there is a huge assumption here - that those companies 'are where they are today, and seen to be so-called best in class or whatever, *because* of those attributes. I have always maintained that *correlation* is not *causality*.

Would the companies, quoted in these kind of studies perhaps really be doing certain things only as a RESULT of their size,capabilities and power etc rather than their size, capabilites, size and power being the result of adopting those certain strategems, tactics and other changes identified? The distinction between the two is important.

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Kind regards

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This, the eighth issue of the periodical publication 'The Marketing Manifesto' and states that perhaps, at least some of the problems associated with 'marketing', its under-development and mis-use as a descriptive term is perhaps down to the term itself!

This issue may be downloaded now from here:


http://www.mymarketinglife.com/MMLdocs/marketingmanifestos/TheMarketingManifesto_Marketing-the-Bloody-Word_Jun-09-Gen-DH.pdf


These publications are copyright and terms of use apply. Please refer to the document for guidance.

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(Written by Prof Malcolm MacDonald)

Like most, I am heartily sick of hearing the expression “Marketing in a Downturn”.

For one thing, most of today’s Directors have no experience of managing in a recession. For another, it is painful to watch the sheer panic as budgets are cut and measures are implemented to counter the so called “value” brands.

So let’s get this price cutting hysteria out of the way first. There is overwhelming evidence that there is no country in the world where the low price segment is greater than 10%. “Primark”, “Aldi” and others. I hear you cry! Yet Primark has less than a quarter of one per cent of the UK clothing market and Aldi has less than 5% of the food market, so of course their results look dramatic at a time like this.

> MORE ..... (full article including tables etc)

http://www.mymarketinglife.com/MMLdocs/articles/2009/CorporateCrashDietsdontwork_Malcolm_MacDonald.pdf


>(article copyright Prof Malcolm MacDonald)

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This study offers some really interesting findings, not least that in our present time of global economic difficulties the ability to enhance marketing and innovation jump out as the primary health barometer for an organisation.

Simon - Kucher & Partners insightful assessment of Global growth and the UK's place within it makes essential reading. It offers some key insights that are quite unexpected - not least in questioning the perception that companies are simply consolidating and battening down hatches within the current storm, and doing little else.

Indeed, it would seem that quite the opposite view prevails. Whilst this assertion and seemingly new-found interest in revenue and profit rather than a cyclical and vicious cost reduction focus is more than welcome (and long overdue) from individual organisations, this may reflect an aspiration rather than actual orientation or implementation.

One would hope that this attitude will prevail though, and when times get a little better for organisations, ...

Hi All,

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I like making statements and asking simple questions:

1. We are in recession
2. In difficult times, whether they be macro-economic, market or company specific, Marketing budgets and activities get cut right back to the bone and beyond
3. It always is this way
4. So what will the Marketing 'Institutions' - sorry Institutes - do about it?
5. We are best placed as a profession - supposedly - to campaign and effectively communicate with our stakeholders and lobby Governments and interested parties that may affect change
6. So why arent ALL our marketing Institutes camping out in the forecourt of Governments trying to lobby for increased help for business to step UP their marketing activities and resources to trade our way out of recession?

Answers on a postcard .... to me please, if you represent an Institute .... to those organisations if you are otherwise a Marketer who thinks its about time these people started lobbying for our profession.