Students, teachers, managers, and commentators all love market share. Many think a reasonable business goal is to increase market share. My only question is: Why? To use a Joe Biden word, Market Share is Malarkey. [This was written in 2012, but Joe Biden phrases still work now in 2021]. Market Share Is Not The Same…
What Is Marketing?
Many issues in management seem to cause confusion. The first I see as a business school professor is the simple question “What is marketing?” This can be surprisingly difficult. (Interestingly if you look the discipline seems to have changed quite a lot since the early days). What Is Marketing Not? Let’s get rid of some…