B2B Marketing Blog

close
Written by The Mezzanine Group
on October 11, 2009

Marketing prof Robert Kozinets has a provocative article in the National Post on the evolution of marketing.

He says marketing is dying, at least marketing as it's now understood - "the broadcasting of commercial and promotional information" and will be replaced by "consumer centric management".

I agree with him that marketing as 'shouting-really-loudly-in-as-many-directions-as-you-can' will die (thank heavens) and be replaced by something like consumer-centric management. But that's what marketing always has been. It's just become somewhat confused in the last couple of decades. What we're seeing now is it getting back to its core meaning - defining a target market, understanding customer needs, developing products and services to meet those needs, defining effective messages and getting them out there (to purists: yes I know there are a few more things in marketing strategy).

That's why I think marketing is being rediscovered rather than dying. Am I overly optimistic?

You may also like:

7 Questions about B2B Marketing Book 'Walking on the Moon'

Mezzanine’s founder Lisa Shepherd has just released her third book called “Walking on the Moon”, a business fable about ...

Baseball to B2B Marketing: 3 Lessons on how to generate success

For fans of the Toronto Blue Jays, August 2015 was a month for the history books. And now they’ve won the series opener ...

Should you Replace Your Weak Sales People With Marketers?

This article originally appeared on B2B News Network. Cold calling - a thing of the past? One of the questions we were a...