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Marketers, do yourselves a favor. Learn about the business, not just your area of specialization.
Know how the business makes and spends money. How sales works. What your product managers do and why.
And for the love of all that’s holy, study marketing fundamentals.
Know how the business makes and spends money. How sales works. What your product managers do and why.
And for the love of all that’s holy, study marketing fundamentals.
And by fundamentals I mean:
Understand what marketing is. Hell, what the MARKET is.
Understand market orientation. Pricing and leverage. Positioning. Segmentation.
The stuff so many call “marketing” today is the *last mile* of tactical execution against strategy.
Understand what marketing is. Hell, what the MARKET is.
Understand market orientation. Pricing and leverage. Positioning. Segmentation.
The stuff so many call “marketing” today is the *last mile* of tactical execution against strategy.
Go read Ries and Trout (specifically Positioning and Immutable Laws of Marketing).
Read Kotler and Armstrongs’s Principles and Kotler on marketing management.
Cialdini on Influence. Ogilvy on Advertising. Sharp on How Brands Grow.
Read Kotler and Armstrongs’s Principles and Kotler on marketing management.
Cialdini on Influence. Ogilvy on Advertising. Sharp on How Brands Grow.
And yep, marketing evolves. Academic theory is different than how things often work in practice.
But you need to know the rules before you can break them effectively. Your tactics need to be rooted in strategy.
Otherwise they’re just busy work.
But you need to know the rules before you can break them effectively. Your tactics need to be rooted in strategy.
Otherwise they’re just busy work.
Oh a good one on pricing is Confessions of The Pricing Man by Hermann Simon.
Pricing is one of the least understood (and often forgotten) parts of marketing today and sadly often taken out of marketing’s hands entirely...but good to understand nonetheless. Eye opening.
Pricing is one of the least understood (and often forgotten) parts of marketing today and sadly often taken out of marketing’s hands entirely...but good to understand nonetheless. Eye opening.
I should also mention:
I did NOT go to school for marketing. Maybe because of that I was totally determined to learn everything I could about my profession without the formal education. The stuff is out there, no matter your background, and it’s helpful to learn!
I did NOT go to school for marketing. Maybe because of that I was totally determined to learn everything I could about my profession without the formal education. The stuff is out there, no matter your background, and it’s helpful to learn!
