opportunity 10 of 150 So many business people, and indeed so many marketers I talk to, develop strategy without understanding the basics. Many do not understand the basics of strategy, and many more do not understand the basics relating to the people they are trying to influence. Herein lies an opportunity. Marketing is the business […]

opportunity 10 of 150 So many business people, and indeed so many marketers I talk to, develop strategy without understanding the basics. Many do not understand the basics of strategy, and many more do not understand the basics relating to the people they are trying to influence. Herein lies an opportunity. Marketing is the business of managing human behaviour to achieve a defined outcome. It involves getting a defined market to behave in a particular way for the first time, the last time, more often or less often. It is the behaviour of the consumers that make up your target market that drives profitability. As such, understanding that behaviour is essential – if profitability is to be maximised. Despite this, few marketers truly understand their market at all, let alone well – or better than their competitors – even given that the real power in marketing lies in the latter.…