Who are marketing mavens?
- are organizations & people in organizations who know that at the end of the day the only that treally matters is securing, retaining & growing customers …unbelivably customer fcocused
Where are marketing mavens required?
- hopefully most ppl in organizations are marketing mavens
- certainly in service org, many ppl come in contact with customers …so in these organizations most or all ppl in organizations are marketing mavens …is infused in the DNA of the organization
Imperatives
- Picking markets that matter
- Selecting segments to dominate and finding the sweet spot in that segment
- Designing the offer to create customer value and secure differential advantage
- Integrating to serve the customer
- And measuring what matters ..pls in organizations do what is inspected of them rather than what is expected of them
Source: The Marketing Mavens: Harvard Business Online producer Steve Singer talks with Noel Capon, author of the new book The Marketing Mavens.