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Del Puro marketing al Marketing puro

The abuses and bad practices in the marketing of products and services have led to this discipline is valued for years by many negatively. I met a client about Argentinean exclaimed something mosqueaba: "That is pure marketing", makeup in that, deception, etc..

It is a common simplification identify advertising Marketing with proposals reducing misleading and well-structured devices for the consumer to the bait. The false promises that do not correspond with the reality of supply, or differences between reality and what is intended to convey these perceptions lead to. It is the traditional reputation of the seller unprofessional trying to get the sale at all costs, but this perception has increased since this discipline policy was extrapolated. Because there is no more questionable marketing political marketing, that promotes people who falls and covers the launch of concepts, ideas and programs knowing their future breach or just to win an election. The movie "The Ides of March" directed by George Clooney 2011 clearly reflects the intrigue dirty political marketing.

You know my opinion, the malpractice liability lies mainly in the TOPs and managers. Many times when I watch some TV advertising, and some print ads, I wonder on what criteria the manager on duty has authorized advertising agency and texts spots absent certain securities, amoral or even downright immoral.

It is the responsibility of the Directors of Marketing control these actions. They demand respect both their companies and their customers deserve and offer value campaigns without cheating or cardboard for selected targets. Retrieve the values ​​in messages, advertising, documentation and communication on the web is a must, well as being in the triple honest accounting of large companies that publish their CSR activities (RSC). In this connection one of the most common bias has to do with the "greenwashing", Anglo-Saxon term that refers to the makeup and abuse in the reporting of CSR activities of the company. And is that greenwashing logos and corporate image is not enough Social Responsibility policy. So the “greenwashing” is equivalent to "pure marketing", my client would say Argentina in the worst sense of the phrase.

Well, the preguntaréis, And how it should be then one right now Marketing? No one better than the father of Marketing to explain.

Philip Kotler, recognized as the greatest marketing guru from 1967, when he published his treatise "Marketing Management", has evolved the concepts and practices of Marketing masterfully in changing environments. One of his last works“Marketing 3.0 : From Products to Customers to the Human Spirit (2010)”, en coautoría con Hermawan Katajaya y Iwan Setiawan, explains how in recent 60 years marketing has gone from focusing on the "product" (marketing 1.0), a key focus as the "client" (marketing 2.0), recently and suddenly has amarketing 3.0 that repositions the target in the values. The marketing of the future must put the focus on the Corporate Responsibility, as opposed to maximize profit as a top priority.

The competition gives way to cooperation between loyal partners (stakeholders), and within all clients, to which we must consider as mere consumers but as people, as human beings with their own decision wanting a better world, and exercise their power growing through internet and social networking through a permanent judgment, real-time. Kotler says that people crave brands and companies responsible.

At the end of their work wonders: Is it possible that a company gives priority to people and, both profitable?"The answer is yes his book provides. "The behavior and values ​​of a company are increasingly exposed to public scrutiny. The rise of social networking allows people to talk about business, products and brands in terms of their functional and social outcomes. The new generation of consumers are much more aware of the problems and social issues. Companies must reinvent themselves, leave behind as quickly as possible to the comfort zone that provided the Marketing 1.0 and 2.0, and penetrates in the new world of Marketing 3.0 ".

In this book, essential for all professional matters, There are lessons and examples of interest to engage in a marketing human-oriented values.

This is pure marketing sustainable business, as opposed to “puro marketing” pejoratively. A good example for the regeneration of Management.

More information in the video with the master class of the father of Marketing.


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