Marketing :: Investment or Overhead?
Most Marketing activity is a costly waste of money. It is worthless in the absence of a true market orientation. In a market oriented business, marketing represents an investment that generates an optimal return.
In a business with any other kind of orientation marketing is, at best, a costly overhead that produces a sub-optimal return.
Research throughout the developed world, including New Zealand (e.g. the ongoing University of Otago, Marketing Management Research programme), continues to demonstrate, beyond doubt, that market oriented companies out-perform those who are less market oriented on a number of critical dimensions including:
market share
total sales
profitability
ROI
brand awareness
customer satisfaction
customer loyalty
And yet, very few organisations can boast a true market orientation. They are unsure what it is and they are certainly unclear on how to adopt and practice such an orientation in their own organisations.
Here at The Marketing Bureau, it is this reality that we are helping Clients to address. And to benefit from.
Marketing :: Media :: Corporate Communications
Consulting & Training
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