Introduction
Gurus are management thinkers who have made significant impact on the way management is practised. The word ‘guru’ is a Hindi word which originates from Sanskrit. It means a teacher and a guide in spiritual matters but in a management context it means a recognised leader in the field. My first face-to-face encounter with management gurus came at Management Centre Europe in Brussels.
I became Head of the socalled Guru Division. In fact it was formally called Top Management Division. However, as my predecessor was Shafiq Naz, an Asian from Pakistan and as I, another Asian, succeeded him, it began to be called the Gurus Division – maybe because it was thought that being Asians we would recognise Gurus when we see them! I was privileged to stage and be ‘at the feet of management gurus’ including Peter Drucker, Michael Porter, Igor Ansoff, Philip Kotler, Rosabeth Moss Kanter, Gary Hamel, George Day, Tom Peters, Peter Senge, Henry Mintzberg, CK Prahalad, Jagdish Sheth and Tom Nagle, to name but a few. From my contact I have selected nine gurus (the only guru I have not personally met is Theodore Levitt) and examined their influence in the field of marketing. The insights and methods of the gurus can make a big difference to the way organisations are managed.
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Kermally, Sultan. Gurus on Marketing.
London, , GBR: Thorogood Publishing, 2004. p 1.
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Copyright © 2004. Thorogood Publishing. All rights reserved.
The relationship between strategy and marketing There is a strong relationship between corporate strategy and marketing strategy. Corporate strategy is all about deciding the direction the business wants to take. The key questions asked at strategy formulation stage are: • Where are we now? • Where do we want to go? • How do we want to get there? • What is the timescale involved? From corporate strategy devolves marketing strategy. Many gurus on strategy, such as Ansoff and Porter, therefore, have made key contributions in the areas of product portfolio analysis, competitive environment and diversification. This book recognises such contribution. Hence it is about ‘gurus on marketing’ rather than ‘marketing gurus’.
The relationship between strategy and marketing There is a strong relationship between corporate strategy and marketing strategy. Corporate strategy is all about deciding the direction the business wants to take. The key questions asked at strategy formulation stage are: • Where are we now? • Where do we want to go? • How do we want to get there? • What is the timescale involved? From corporate strategy devolves marketing strategy. Many gurus on strategy, such as Ansoff and Porter, therefore, have made key contributions in the areas of product portfolio analysis, competitive environment and diversification. This book recognises such contribution. Hence it is about ‘gurus on marketing’ rather than ‘marketing gurus’.
Guru: Peter Drucker Status: Heavyweight guru Expertise: General Management Influence: Importance of customers Guru: Theodore Levitt Status: Heavyweight guru Expertise: Marketing Influence: Marketing myopia; product lifecycle; globalisation Guru: Philip Kotler Status: Heavyweight guru Expertise: Marketing Influence: Marketing Guru: Michael Porter Status: Heavyweight guru Expertise: Strategy Influence: Competition; competitive environment
In my opinion the term is an anglicized marketing has many definitions. According to Philip Kotler (considered by some the father of marketing) is "the social and administrative process by which groups and individuals meet their needs by creating and exchanging goods and services." It has also been defined as the art or science to meet the needs of customers and profit at the same time. Is actually a sub-science or area of study of the science of administration.
ResponderEliminarInstead of showing the differences between business strategies and marketing are:
• Business Strategy: refers to the set of actions planned in advance, which aims to align resources and potential of a company to achieve its goals and objectives of expansion and growth.
• Marketing strategy: the aim is to generate products and services that meet customer needs, more effectively than the competition, in order to generate customer loyalty to a company or brand. Marketing is a part of helping to plan, assess and coordinate operational activities
The more thoughtful marketing strategy, advertising campaign most creative and impressive, the media plan more focused, more attractive promotion, product launch or better designed, have not done any good if we have not been able to cover that last mile that separates us from the point of contact with the consumer. Marketing is for any commercial activity.
in my opinion about the article, all person than to had creative ability or business idea that have arisen by chance or an in-depth analysis of marketing can be you considered like a GURU MANAGEMENT, the guru of your own idea, no only the leaders and experts from the marketing was considered as such
ResponderEliminarIn my opinion a true guru is one who has the knowledge and the ability to manage an organization from its origin and maintenance of it, also take into account and be able to apply the various branches of the administration and its environment, accordingly to achieve be categorized as a guru is necessary to have an excellent preparation and ownership of what to do.
ResponderEliminar