There is a common perception that all marketers are liars! I am not going to comment on this. Instead, I will focus on the two biggest lies that I have observed in marketing using an example that was elaborated in my book Value Merchants (co-authored with James Anderson and Jim Narus) targeted to business marketing…
Tag: Marketing
Why Demographic Segmentation Rarely Works?
Marketing as a corporate function originated out of sales more than a hundred years ago. Rather than simply trying to sell what the company manufactures (the sales concept), the marketing idea was that it made more sense to start by first examining customer needs and then producing what consumers actually need. As Peter Drucker argued:…
Incremental or Radical innovation?
Innovation and leadership are two topics in management which have received so much attention from “gurus” that it is hard to say anything new on these subjects. I rarely read articles on these subjects as they tend to suffer from the “old wine in new bottles” curse. Yet, both topics remain vitally important for building…
Nirmalya Kumar 