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Clarifying management/marketing theory

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Marketing Strategy

I have covered many ideas relevant to strategic marketing in my blog over the last eight years, e.g., here. I also teach this topic at Terry College, University of Georgia where I work, see here. There is, I believe, a lot of opportunity to improve the teaching of marketing especially on the strategy side. Given many ideas link to business practice they often aren’t perfectly thought through. Academics often don’t spend as long thinking about teacing as we do research.

Firstly, let me say that it is important not to treat this as a military endeavor. (Despite the origins of the name). It is also important to challenge many of the basic ideas in marketing strategy teaching. Some of them are pretty dubious.

My Advice Is A Work In Progress

Over time I will add a few tools here to help people consider the discussion of strategy in marketing. These are all works in progress so please do critique. If what I am saying does not make sense you would be doing me a great favor by telling me this. This is beacause I do not think I am perfect. (Although sometimes I act like I believe this. After all teachers sometimes have to do that).

I am hoping these will be useful to teachers looking for ideas for the classroom. Ideally, marketing students will also find the topics worth a look. Managers might recall their studying days and may find some new ideas.

teaching marketing strategy
If You Are Teaching Marketing Strategy I Hope You Will Find This Useful

Marketing Strategy Topics to Cover

The first topic I have covered is a classic. The idea of segmentation, targeting and positioning. These ideas are linked. Yet they can be challenging to put together. I have tried to produce a clear visual explanation that links them all into the same picture. I have added in research. (Because that seemed to work pretty well in the picture. As well as it helping to place research in the process).

Segmentation, Targeting and Positioning
STP and Strategic Marketing

I address measurement of national culture. This gives my (relatively robust) view on the usefulness (or otherwise) of measures of national culture. Okay, I think they are really silly. They allow users to embrace the simplicty of bigotry. Users can do this without the unpleasant feeling that they are bad people. I would love to see a proper defence of this. I haven’t.

Measuring Culture Is A Challenge, But Don’t Be Silly
Culture In Marketing

This page below covers ideas on evolution that are relevant to marketing. I cover how we can think about evolution. One point being that we can use such ideas as to aid imagination rather than needing to take the ideas whole into marketing.

Strategy And Evolutionary Thinking
Strategy And Evolution

My page on rationality discusses what is meant by this. How might views impact marketing choices?

Rationality And Marketing Strategy
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Pages in Marketing Thought

  • A Plea About Language Used In Marketing
  • Advice For The Marketing Academic Job Market
  • Behavioral Econ For Kids: The Cartoon Book
  • Data Visualization Advice
  • Machine Learning (ML) And Marketing: What Should You Know?
  • Marketing In The Movies
  • Marketing Metrics 4th Edition Book
    • Chapter of Marketing Metrics 4th Edition, Free Sample
  • Marketing PhD Applications
  • Marketing Thought Website Data
  • Neil Bendle
  • Popular Marketing Metrics: How Not To Mess Them Up
    • Brand Valuation: Progress But Lots More Needed
    • Customer Equity: Nice Idea, Bit Of A Mess In Execution
    • How To Use, And Misuse, Customer Lifetime Value (CLV)
    • Is ROI The Most Abused Term In Marketing?
    • Market Share: Always An Indicator Never A Target
    • Marketing Accounts: A Better Way To Measure Marketing Performance
    • Measuring Competition With The Bendle Panda Index
    • Net Promoter Score: Sadly Not As Magical As Supporters Suggest
    • Profit Measurement: Choose Your Own Level Is Problematic
    • Tobin’s Q: Why Academics Should Listen To Managers
    • Total Q, A New Improved Tobin’s Q? Not By Much
    • Value Of A Like: Do Not Use For Budgeting
  • Public Policy, Behavioral Economics and Marketing
  • Recommended Books
  • Sustainable Marketing Strategy
    • B Corp Research Papers
    • Marketing Strategy
      • Measuring Culture Is A Challenge, But Don’t Be Silly
      • Rationality And Marketing Strategy
      • Segmentation, Targeting and Positioning
      • Strategy And Evolutionary Thinking
  • Sustainable Marketing Strategy Cases
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