The Marketing Concept: Profitability, The Key Measure of Success in Marketing

Posted in Uncategorized on August 29th, 2011 by Josh Turner – Be the first to comment

Marketers are often singularly focused on market share.

Their goal is to deliver a message that attracts more customers.

Yet this view is too narrow.

Brian Till (Principal at Brand Cartography Group) coined “The Marketing Concept,” a 3 part recipe for successful, practical and profitable marketing design and execution.  The three pillars of The Marketing Concept are:

  1. Focus on PROFITABILITY as the Key Measure of Success
  2. Understanding customer needs & meeting them, maybe.
  3. Integrated or Centralized Control of the Marketing Mix

Let’s dig into each of these. read more »