A Quote by Regis McKenna
The best marketing is education.
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As Regis Mckenna once said, the best marketing is education
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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.
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I'm intent on marketing Jamaica. Jamaica has the best coffee, the best sugar, the best ginger and some of the best cocoa in the world.
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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.
Marketing is fundamental to what makes us human. Marketing is not solely about selling chewing gum, cars, cellphones, and tourist packages. Everything in life involves the process of marketing something to someone.
The best way to deal with AIDS is through education. So we need a really widespread AIDS education program. In fact, what we need in Burma is education of all kinds - political, economic, and medical. AIDS education would be just part of a whole program for education, which is so badly needed in our country.
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.
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