Plan to Invent the Marketing We Need Today Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

The world in which marketing operates has changed dramatically. Has a marketing research and practice all the time? The answer, he says, do not. At the heart of the current problem is the gap of academic rigor from managerial relevance. Because of its maturity as a discipline over the past half-century, marketing science in academic circles has strict field. Joint analysis, econometric modeling, techniques derived from mathematical psychology, and many other tools and approaches at the root of their practice. But many of the most rigorous tools were developed years ago, in response to the old problems. And managers and agencies are increasingly finding these tools are not relevant to the new challenges ahead. Thus, business practitioners to adopt approaches that appear to address their real and pressing problems of marketing, but who lack the academic rigor of established methods. Now, according to the author, we need to rethink and transform the field of marketing, that it balances the rigor and relevance. He details seven strategies that will help achieve this goal: bridge disciplinary silos. The transition from the traditional to the orchestration. The change in focus from a customer relationship management (CRM) for customers to manage relationships (CMR). The transition from company-branded products to customers proprietary solutions. Use analytics and metrics, like glue. Adopt the philosophy of adaptive experiments for all of your actions and to seek empirical generalizations. And the problem (and change) your mental model. And how to carry out these strategies? In co-operation between both practitioners and researchers, says the author. (Editor's Note:. This article is excerpted from the author's paper presented in 2007 when he accepted the MIT Buck Weaver Award, which recognizes individuals who have made important contributions to the theory and practice of marketing in science) "Hide
by Yoram (Jerry ) Wind Source: MIT Sloan Management Review 10 pages. Publication Date: July 1, 2008. Prod. #: SMR283-PDF-ENG