Define your marketing approach
Marketing used to be defined as the promotion of products and services. Today, it’s all about creating relationships and satisfying, if not delighting, customers. Decades ago, companies would create a product and then sell it via a transaction. Today, we must know the marketplace — our company, customers, competitors, and collaborators. And we must build those relationships with the long view in mind, if we have hope for creating and building enduring brand equity.
In essence, the marketer’s job is to make sure the organization stays relevant to the customer. In the old days, the motto was, “differentiate or die.” Now it’s “deliver value or die.” Yet value is in the eye of the beholder, not the marketer, nor the organization.