INSEAD Library

Includes bibliographical references and index

This new approach argues that many practices and postures in strategy, marketing and branding, and organisational management are neither appropriate nor efficient. Based upon their studies of extremely successful firms, the authors distinguish two main paths to success. One followed by "proactive markers" like Club Med, Ikea and Royal Canin consists of designing and creating new economic and societal "territories", not just market shares or brands, that fill societal voids. The other, followed by "reactive markers" like First Direct, Tesco, Wal-Mart and Dyson consists of addressing with great talents existing social values and ways of living. But this book does not only deliver a groundbreaking new analytical framework: it also gives practical clues to business practitioners on both avoiding pitfalls and taking adequate decisions while elaborating their marking discipline.

Digitized

The Marking Enterprise Business Success and Societal Embedding Contents List of figures and tables Acknowledgements A marking self-evaluation grid: Is my company a good marker? vii viii x INTRODUCTION: BACK TO BASICS MARKING, TERRITORY, EMBEDDING STYLE AND CONTENTS 1 1 5 1 MARKING: A FIRST CUT RELATING THE ENTERPRISE TO THE MARKET WHEN TRADING AND BRANDING DO NOT SUFFICE 8 10 15 2 PROACTIVE MARKING: THE ROYAL CANIN WAY THE LEGACY OF THE FOUNDERS SETTING UP A BRIGHTER FUTURE INVENTING NEW MARKET SEGMENTS CHANGING HOW SOCIETY LOOKS AT PET AND MASTER AN UNORTHODOX MARKETING STYLE MOBILIZING A MORAL COMMUNITY THE NEXT STAGE 23 24 28 30 33 35 37 42 3 REACTIVE MARKING: THE WAL-MART WAY BORROWING MARKING CONCEPTS AND TOOLS FROM COMPETITORS A DEEPER AND BROADER DISCOUNT OFFER BE THE BEST IN IMPLEMENTATION REMAINING THE BEST AND BECOMING THE BIGGEST EMERGING MARKETING AND ORGANIZATIONAL CHALLENGES 45 45 47 49 58 63 4 ESSENCE OF MARKINGS THREE BUILDING BLOCKS TYPES AND CHARACTERISTICS OF MARKING TWO I LLU STRATI O N S THE NECESSITY OF MARKING MARKING CONTINGENCIES 66 66 72 85 89 93 CONTENTS 5 THE RIGHT MINDSET ATTENTION TO EMERGING WORLDS A BROAD AND OPEN VIEW OF THE OUTSIDE WORLD PUTTING ONESELF AT THE MERO' OF SUITABLE INFORMATION A FULLER OR HOLISTIC DEFINITION OF THE CUSTOMER GETTING AWAY FROM THE RULES OF THE GAME PUTTING THE CUSTOMER AT THE CENTER OF THE BUSINESS 97 99 105 108 112 114 119 6 SPOILING THE MARKING PROCESS TRAPS TO AVOID WAYS TO AVOID TRAPS A DEADLY SIN 122 123 135 153 7 SOCIETAL EMBEDDING FROM MARKET TO TERRITORY THE TERRITORY OF THE ENTERPRISE 159 160 170 8 BUILDING AND GOVERNING A TERRITORY DETECTING A SOCIOECONOMIC VOID OFFERING ALTERNATIVE CONSUMPTION PATTERNS TREATING CONSUMERS AS STAKEHOLDERS CO-OPTING INTERMEDIARIES QUALIFICATION, EVALUATION AND PRESCRIPTION LOCAL INDIVIDUALIZATION BENCHMARKING: THE 6 Cs MODEL OF TERRITORIALITY 179 180 181 182 183 185 187 188 9 ORGANIZING A MORAL COMMUNITY BUILDING A MORAL COMMUNITY SHAPING ACTION TAKING INTERNAL ORGANIZATION AND EXTERNAL TERRITORY FUNDAMENTALS OF MARKING ORGANIZATION 194 195 198 208 210 CONCLUSION: WHO GETS WHAT FROM MARKING FINANCIAL VALUE SUSTAINABLE GROWTH SOCIETAL VALUES 213 213 215 217 EXECUTIVE SUMMARY Notes Bibliography Index 219 221 225 231