Tag Archives: Marketing Mix

Marketing Frameworks

Marketing is About Resources!

May 9, 2009 – 6:21 pm

Marketing is all about the resources!

A really interesting article written by Grönroos, in (1996) noted that we are increasingly seeing a move towards a more resource-oriented approach to marketing. This resource approach focuses on the management and planning of core competencies and resources, not just seeing the product as core.

He noted that it is the resources and core competencies of an organisation which forms the basis and foundation for successful market relationships, and not just the facilitation of an exchange – a sale, or the focus on the product offering. read more »

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Marketing Frameworks

Marketing’s Evolution

May 9, 2009 – 6:04 pm

So where are we evolving from? A mixer of ingredients! growth-small

Traditionally, marketers were seen as a mixer of ingredients … well, this is how Culliton in (1948) from Harvard Business School, McCarthy in (1960) from Michigan State University and Borden in (1964), from Harvard Business School, viewed and wrote about what marketers do! In essence, they saw that we mix elements together to create marketing strategies, campaigns and specific activities to implement these. read more »

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