Emergic: Rajesh Jain's Blog

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Marketing Today

April 23rd, 2007 · No Comments

Tom Asacker simplifies marketing: “”Marketing is any attempt to influence a current, and/or future, exchange.”

The challenge for every marketer today [is]: How to uniquely orchestrate a bundle or continuum of “value,” infusing it into the product, service, packaging, store front, delivery truck, sales process, blog, shopping experience, advertising, et al, such that customers feel good about their decision to choose you.

And I am not talking about a singular “value proposition,” e.g. “Quality is Job One.” Those simplistic, advertising-as-brainwashing days died soon after Emerson. I’m referring to meaningful value, which actually has a chance at influencing a decision; e.g. entertainment, learning, connection, identity, purpose, etc.

Tags: Management