Philip Kotler on the future of marketing
geschreven door Tony Bosma
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Kotler launched his first marketing book in 1967 and this started his career as a marketing guru. By coincidence I saw a recent interview on a Dutch television show of RTL.
12 Sep 2006 - 10:49, 1890x gelezen | 0 reacties | Management
My main interest is his vision on marketing in the future. What he told in the interview was not very enlightening, but - so he says - it is hard for marketeers to realise.
Kotler is very worried about organisations with old school marketeers. These, mostly grey haired marketeers
, hold on to their focus groups, mass marketing and target groups. For them, everything is an advertisement and they think that reaching out or engaging consumers means using surveys. They make organisations into future dinosaurs.
Kotler also said that many organisations lack two main core expertises. The first is marketeers with technical insight and background and secondly marketeers with a financial insight. Marketing today is different. Marketing today can be measured. Marketing can be made accountable. Hence, marketeers need more insight into the financial side and the technical side of marketing.
I am very curious about how you marketeers think about what Kotler has to say?
In many presentations and publications I generally agree with Kotler and don't believe in the old school mass marketing. It's the new age of interaction and consumers have changed from a passive into a very active (towards organizations) prosumer. Mass marketing doesn't work on the new consumers and we need to create a new marketing. I have to say that it's great to see that Philip Kotler has put it so bluntly! Old school marketing or mass marketing doesn't work. It's time for a change. And a very important change must be participation between organization and consumers!
Kotler is very worried about organisations with old school marketeers. These, mostly grey haired marketeers
, hold on to their focus groups, mass marketing and target groups. For them, everything is an advertisement and they think that reaching out or engaging consumers means using surveys. They make organisations into future dinosaurs. Kotler also said that many organisations lack two main core expertises. The first is marketeers with technical insight and background and secondly marketeers with a financial insight. Marketing today is different. Marketing today can be measured. Marketing can be made accountable. Hence, marketeers need more insight into the financial side and the technical side of marketing.
I am very curious about how you marketeers think about what Kotler has to say?
In many presentations and publications I generally agree with Kotler and don't believe in the old school mass marketing. It's the new age of interaction and consumers have changed from a passive into a very active (towards organizations) prosumer. Mass marketing doesn't work on the new consumers and we need to create a new marketing. I have to say that it's great to see that Philip Kotler has put it so bluntly! Old school marketing or mass marketing doesn't work. It's time for a change. And a very important change must be participation between organization and consumers!
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