Rethinking Marketing
Rethinking Marketing
Rethinking Marketing
BY
ROLAND T. RUST, CHRISTINE MOORMAN &
GAURAV BHALLA
Introduction
Too many companies are still managed as if were stuck
in 1960s?
We live in an era where:
Customers are more Powerful!
Interconnected Global Economy
New Performance Imperative:
FIRST PEOPLE, PLANET & THEN PROFITS!
Hence it is important to RETHINK THE WAY:
To create value!
To shake hands with customers!
To measure your perfomance!
Common Perception of Marketing:
- Advertising or Selling!
- Customers and consumers are created for
brands.
Customer Dept
Customer and
Segment Brand Managers
Managers