The Predictions of Marketing

The Predictions of Marketing

The Future of Marketing

The Five Most Important Questions You Will Ever Ask About Your Organization.

With Peter Drucker's five essential questions and the help of five of today's thought leaders, this little book will challenge readers to take a close look at the very heart of their organizations and what drives them. A tool for self-assessment and transformation, answering these five questions will fundamentally change the way you work, helping you lead your organization to an exceptional level of performance.

Peter Drucker's five questions are

• What is our Mission? with Jim Collins
• Who is our Customer? with Phil Kotler
• What does the Customer Value? with Jim Kouzes
• What are our Results? with Judith Rodin
• What is our Plan? with V. Kasturi Rangan

These essential questions, grounded in Peter Drucker's theories of management, will take readers on a exploration of organizational and personal self-discovery, giving them a means to assess how to be--how to develop quality, character, mind-set, values and courage. The questions lead to action. By asking these questions, readers can focus on why they are doing what they are doing in their work, and how to do it better. Designed for today's busy professionals, this brief, clear and accessible book will challenge readers to ask these provocative questions and it will stimulate spirited discussions and action within any organization, inspiring positive change and new 

levels of excellence, helping all to envision the future of theirs' or any organization

Author Information

First established as the Peter F. Drucker Foundation for Nonprofit Management, the Leader to Leader Institute's mission is to strengthen the leadership of the social sector. In collaboration with its partners in the private and public sectors, the Institute furthers its mission by providing social sector leaders with the essential leadership wisdom from all sectors and the resources needed to lead for innovation and to build vibrant organizations

Peter F. Drucker is known as the "father of modern management," and is a best-selling author of thirty-two books including the best-seller The Effective Executive. He is world-renowned thinker on leadership and management and his work has been featured in every major business periodical. A consultant to senior executives for more than fifty years Drucker passed away in 2005. Since Drucker's death, interest in him, his concepts and his books has only grown. His ideas continue to be as relevant today as they were when he first voiced them

Jim Collins, Philip Kotler, Jim Kouzes, Judith Rodin and Kash Rangan are all well established thought leaders themselves, some with multiple best-sellers

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Competitors

A sense of humor

The Content Marketing Model

R & D

R & D

The Most Important Questions You will Ever Ask About Your Company

Idea

Marketing

SUBFIELDS OF MARKETING

SUBFIELDS OF MARKETING

The larger field of Marketing is often broken down into three broad sub-fields: Consumer Behaviour, Strategic Marketing and Quantitative Marketing. Most researchers find that their work falls into one (or at most two) of these subfields.

Consumer behaviour

The study of consumer behaviour draws from theories and techniques from a number of social sciences to study how consumers buy and use goods and services. It traditionally draws heavily on social and cognitive psychology and behavioural decision making. More recently, consumer behaviour has broadened its view to include approaches and insights from sociology, anthropology, cultural studies and behavioural economics. Consumer behaviour research typically relies on qualitative, experimental and survey techniques and includes a wide variety of topics such as decision making, attitudes and persuasion, social influence, motivation, cognition, memory, consumer culture, societal impact of marketing, consumption habits, consumer neuroscience, and emotions. The issues of consumer behaviour are commonly applied to the areas of marketing communications, retailing, e-commerce, pricing, branding, services, product planning, new product development, social and non-profit marketing, etc. Consumer behaviour is an area of particular strength at the University of Sydney.

Some background or interest in one of the core social sciences and experience with experimental methods, data analysis and/or qualitative methods provides optimal preparation for students pursuing consumer behaviour, though students from a variety of backgrounds can perform well in the program.

Consumer Behaviour content areas of current interest within the department include:

• Retailing & Electronic commerce
• Cross cultural & subculture consumer behaviour
• Emotions in decision making
• Politics and marketing
• Behavioural response to pricing
• Marketing of controversial product
• Lying and deception in marketing and memory
• Improving consumer welfare
• Children and the learning of consumption habits
• Advertising and food consumption
• Sensory experience of food
• Consumer-brand relationships
• Social-cultural identity and response to marketing

Strategic marketing

Strategic marketing focuses on the building firm-level insights that allow organisations to create and maintain a competitive advantage. Its focus tends to be more managerial and draws heavily on theories and insights from industrial business management, sociology, and economics. Strategic marketing uses a variety of techniques such as qualitative interviews, surveys and econometric analyses of secondary data. Strategic marketing topics include brand building, international marketing, business to business marketing, corporate marketing strategy, entrepreneurship, resources and capabilities studies, marketing metrics, and the study of organisations within networks.

Academic training in strategic marketing, organisational theory, industrial organisation economics or general economics would be the best preparation. This is the sub-field most closely aligned with managerial practice and hence the one often most attractive to those with business experience, though students without such a background can also succeed in the program.

Strategic Marketing content areas of current interest within the department include:

• Customer relationship management
• Internal marketing and it impact on customer relationships
• Role of networks and relationship in B2B marketing
• Value co-creation across stakeholders
• International alliances and marketing strategy
• International marketing
• Entrepreneurship
• Market entry processes
• Services marketing and business performance
• Market orientation and flexibility impacts organisational performance

Quantitative marketing

Quantitative marketing emphasises theoretically grounded empirical analysis of applied marketing problems. This line of inquiry draws primarily on fundamentals in applied microeconomic theory, industrial organisation, econometrics and statistics. Quantitative marketing topics include investigating consumer choices and purchase behaviour; product, pricing, advertising and promotion strategies of firms; and analysis of competition in a wide range of domains. A common theme of research is the use of rigorous quantitative methods to study important, managerially-relevant marketing questions.

A solid training in economics, econometrics, statistical methods as well as programming skills offer a distinct advantage for quantitative marketing students but students from various backgrounds such as engineering, computer science, and physics can thrive in the program.

Quantitative Marketing content areas of current interest within the department include:

• Promotions and rewards
• Salesforce management
• Consumer dynamic choice
• Brand equity

Money

Value

Language of invention

Remarkable idea

Brand Management

Communicate

Brand Name

Customer

Chances of success

Competition

Incentive

Brand

Effectiveness

AMA American Marketing Association.

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