A Quote by Grant David McCracken

The world of the consumer, the sheer innovation and dynamism of our culture has never been easy for marketing to keep up with, but now these are suddenly faster and much more powerful. We need a new idea and practice of marketing and of the brand.

Grant David McCracken

Quote Topics

Been Brand Consumer Culture Dynamism Easy Faster Idea Innovation Keep Marketing More More Power Much Need Never New New Idea Now Our Powerful Practice Sheer Suddenly Up World

Quote Author

Grant David McCracken
Author
Born: 1951

Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where profitability is balanced with corporate responsibility.

Philip Kotler

I found marketing to be highly descriptive and prescriptive, without much of a foundation in deep research. I brought in economics, organization theory, mathematics, and social psychology in my first edition of Marketing Management in 1967. Today Marketing Management is in its 15th edition and remains the world's leading textbook on marketing in MBA programs. Subsequently, I wrote two more textbooks, Principles of Marketing and Marketing: an Introduction.

Philip Kotler

The distinctions between advertising and marketing are blurring, requiring new roles and new forms of consumer-centric marketing.

Saul Berman

One thing the humanitarian world doesn't do well is marketing. As a journalist, I get pitched every day by companies that have new products. Meanwhile, you have issues like clean water, literacy for girls, female empowerment. People flinch at the idea of marketing these because marketing sounds like something only companies do.

Nicholas D. Kristof

We have not had a ton of innovation and marketing in the concert industry, much like the record industry. We have been a fairly old-school business compared to Coca-Cola and the big packaging/marketing companies.

Michael Rapino

The theory of marketing is solid but the practice of marketing leaves much to be desired.

Philip Kotler

Designers are by nature more inquisitive, more connected. They dig a little deeper in terms of insights. They turn those insights into innovation. That connection to the consumer is absolutely critical in driving innovation. It’s critical that design isn’t subjugated to the back room as a short order cook for marketing or for merchandising or sales. It has to be up front.

Mark Parker

A business exists because the consumer is willing to pay you his money. You run a business to satisfy the consumer. That isn't marketing. That goes way beyond marketing.

Peter Drucker

There is something about video marketing that helps it stay apart from the other online marketing tactics. When done correctly, all you need is one video marketing campaign to build up highly targeted traffic for a really long time.

Carey Lowell

Because its purpose is to create a customer, the business enterprise has two - and only these two — basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are 'costs'.

Peter Drucker

The best system I've ever seen for intellectual distribution is the direct selling business-also known as one-to-one marketing, network marketing, referral marketing or relationship marketing.

Paul Zane Pilzer

Advertising has to be contextual, as the potential in 'push' marketing is fairly limited and is largely viewed as spam. Thus there is a need to get into 'permission' marketing and 'pull' marketing to deliver value to marketers.

Naveen Tewari

If you can build a powerful brand, you will have a powerful marketing program. If you CAN'T then all the advertising, fancy packaging, sales promotion and public relations in the world won't help you achieve your objective.

Al Ries

Groupon as a company - it's built into the business model - is about surprise. A new deal that surprises you every day. We've carried that over to our brand, in the writing and the marketing that we do, and in the internal corporate culture.