Marketing Is Everything
Marketing is everything
Regis McKenna, Harvard Business Review
January-February 1991
* “Technology is transforming choice, and choice is transforming the marketplace.” * “Technology has moved into product, the workplace, and the marketplace with astonishing speed and thoroughness.” * “The defining characteristic of this new technological push is programmability.” * “These new customers don’t know about the old rules, the old understanding or the old ways of doing business- and they don’t care. What they care about is a company that is willing to adapt its product or services to fit their strategies. This represents the evolution of marketing to the market-driven company.” * “These organizations focused their energy on changing customers’ mind to fit the product – practicing the “any color as long as it’s black” school of marketing.” * “As technology developed and competition increased […] these company expressed a new willingness to change their product to fit customers ‘requests-practicing the “tell us what color you want” school of marketing.” * “The alternative of this old approach is knowledge-based and experience-based marketing.” * “In a time of exploding choice and unpredictable change, marketing-the new marketing-is the answer.” * “[…] credibility becomes the company’s sustaining value.” * “Relationships are the key, the basic of customers choice and company adaptation.” * “In the 1990s, marketing will do more than sell. It will define the way a company does business.” * “Marketing today is not a function, it is a way of doing business.” * “Successful companies realize that marketing is like quality-integral to the organization.” * “Marketing ‘s ultimate assignment is to serve customers’ real needs and to communicate the substance of the company.” * “The real goal of marketing is to own the market-not just to make or sell products.” * “Leadership is ownership.” * “[…] relationships in
Regis McKenna, Harvard Business Review
January-February 1991
* “Technology is transforming choice, and choice is transforming the marketplace.” * “Technology has moved into product, the workplace, and the marketplace with astonishing speed and thoroughness.” * “The defining characteristic of this new technological push is programmability.” * “These new customers don’t know about the old rules, the old understanding or the old ways of doing business- and they don’t care. What they care about is a company that is willing to adapt its product or services to fit their strategies. This represents the evolution of marketing to the market-driven company.” * “These organizations focused their energy on changing customers’ mind to fit the product – practicing the “any color as long as it’s black” school of marketing.” * “As technology developed and competition increased […] these company expressed a new willingness to change their product to fit customers ‘requests-practicing the “tell us what color you want” school of marketing.” * “The alternative of this old approach is knowledge-based and experience-based marketing.” * “In a time of exploding choice and unpredictable change, marketing-the new marketing-is the answer.” * “[…] credibility becomes the company’s sustaining value.” * “Relationships are the key, the basic of customers choice and company adaptation.” * “In the 1990s, marketing will do more than sell. It will define the way a company does business.” * “Marketing today is not a function, it is a way of doing business.” * “Successful companies realize that marketing is like quality-integral to the organization.” * “Marketing ‘s ultimate assignment is to serve customers’ real needs and to communicate the substance of the company.” * “The real goal of marketing is to own the market-not just to make or sell products.” * “Leadership is ownership.” * “[…] relationships in