Marketing Guides

Feb 20th, 2011 |
Strategic Planning

Win Mindshare to Influence Your Market

Years ago Peter Drucker, the father of business consulting, made a very profound observation: “Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.” Yet…Read More

May 19th, 2010 |
Strategic Planning

The Problem with Marketing Departments

Fifty years ago, Peter Drucker said that “any business enterprise has two – and only these two – basic functions: innovation and marketing.” Yet even today, industry leaders are still lamenting that the marketing function is broken. Issue #1: Companies have vastly different definitions of “marketing.”  To some it’s a creative function that develops slick…Read More