MARKETING IS ABOUT PEOPLE NOT ADVERTISEMENTS In this second of my series of 7 articles outlining my FORMULA FOR MANAGING CONSUMER BEHAVIOUR I will highlight the importance of recognising that marketing is a social science the principle focus of which is managing the behaviour of your target market. What is more, I would argue as […]

MARKETING IS ABOUT PEOPLE NOT ADVERTISEMENTS In this second of my series of 7 articles outlining my FORMULA FOR MANAGING CONSUMER BEHAVIOUR I will highlight the importance of recognising that marketing is a social science the principle focus of which is managing the behaviour of your target market. What is more, I would argue as strongly as I can that if your advertising agency tells you otherwise, or suggests that marketing is all about creativity, you should save yourself some cash and sack them. All marketing should be about one of four things: Causing a behaviour to occur for the first time (and at the preferred price) Causing a behaviour to occur for the last time. Causing a behaviour to occur more often Causing a behaviour to occur less often. Ultimately marketing is about: Causing a person to shop at your store for the first time. Causing a person to…