Week 1
The
Ultimate
Marketing
Machine:
Author DeSwaan Arons, van den Driest, Weed
Title The Ultimate Marketing Machine
- Marketing practices have evolved drastically; to keep up, marketing
What the leaders should focus on how structures determine strategies.
paper is about - What separates the strategies and structures of superior marketing
organisations from the rest.
What makes for superior marketing:
For the marketing strategy
1.Big data: big data can be used to understand what and why consumers
are doing —> understanding of what consumers need
2. Purposeful Positioning: Effective delivery of functional, emotional,
and societal benefits at the same time, fine-tuned for the targeted
customers.
3. Total experience: creating costumer experiences (with stores,
packaging…) enhances the value of the product. Individual products<<
Main Findings total experience of the brand
Use data to understand what costumers need->position the company so
that the functional, emotional, and societal benefits are clear and
consistent-> create an all-encompassing brand experience
Within the company:
Embed marketing throughout the organisation->inspire costumers and
employees with brand purpose-> focus on objectives by maintaining
internal cohesiveness->create agile organisational structures, that can
mutate to leverage on global scale and be nimble->continuously build
capabilities
, Strategy formulation—> Targeting with Big Data, Positioning with
Where does the
Purposeful positioning,
paper fit in the
Tactical Programme Formulation-> 4ps, promotion with the total
MM process?
experience
1. Qualitative interviews with 350+ CEOs CMOs and agency heads.
2. CMOs roundtables.
Method 3. Online quantitative surveys with 10,000+ marketers from 92
countries, with 80+ questions
Division in under and over performers.
The
Ultimate
Marketing
Machine:
Author DeSwaan Arons, van den Driest, Weed
Title The Ultimate Marketing Machine
- Marketing practices have evolved drastically; to keep up, marketing
What the leaders should focus on how structures determine strategies.
paper is about - What separates the strategies and structures of superior marketing
organisations from the rest.
What makes for superior marketing:
For the marketing strategy
1.Big data: big data can be used to understand what and why consumers
are doing —> understanding of what consumers need
2. Purposeful Positioning: Effective delivery of functional, emotional,
and societal benefits at the same time, fine-tuned for the targeted
customers.
3. Total experience: creating costumer experiences (with stores,
packaging…) enhances the value of the product. Individual products<<
Main Findings total experience of the brand
Use data to understand what costumers need->position the company so
that the functional, emotional, and societal benefits are clear and
consistent-> create an all-encompassing brand experience
Within the company:
Embed marketing throughout the organisation->inspire costumers and
employees with brand purpose-> focus on objectives by maintaining
internal cohesiveness->create agile organisational structures, that can
mutate to leverage on global scale and be nimble->continuously build
capabilities
, Strategy formulation—> Targeting with Big Data, Positioning with
Where does the
Purposeful positioning,
paper fit in the
Tactical Programme Formulation-> 4ps, promotion with the total
MM process?
experience
1. Qualitative interviews with 350+ CEOs CMOs and agency heads.
2. CMOs roundtables.
Method 3. Online quantitative surveys with 10,000+ marketers from 92
countries, with 80+ questions
Division in under and over performers.
