In a work in which the term marketing is more often than not associated with communication, and worse still advertising, I still remember the four ‘Ps’ – product, price, promotion and place. In a world where digital marketing is a euphemism for digital communication and the focus is increasingly on packaging the message, I still […]

In a work in which the term marketing is more often than not associated with communication, and worse still advertising, I still remember the four ‘Ps’ – product, price, promotion and place. In a world where digital marketing is a euphemism for digital communication and the focus is increasingly on packaging the message, I still believe in the power of the product that addressed needs in such a way that communication is less important. In a world where so much emphasis is placed on creative messaging I believe more strongly than ever in product innovation and investing in understand your market and investing in the innovation necessary to ensure your product addresses the needs of your market. Australians under invest in innovation and they blame that under investment on the lack of government incentives when the potential reduction in marketing costs and the potential boost in sales should be incentive enough.…