The Good, Bad, and Ugly of Marketing - Jagdish Sheth

The Good, Bad, and Ugly of Marketing - Jagdish Sheth

本课程是 The 4 A's of Marketing with Jagdish Sheth 专项课程的一部分

位教师：Jagdish Sheth

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2个模块

深入了解一个主题并学习基础知识。

初级等级

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4 小时完成

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自行安排学习进度

2个模块

深入了解一个主题并学习基础知识。

初级等级

推荐体验

4 小时完成

灵活的计划

自行安排学习进度

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作业

2 任务¹

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授课语言：英语（English）

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Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

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本课程是 The 4 A's of Marketing with Jagdish Sheth 专项课程专项课程的一部分

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该课程共有2个模块

This course focuses on how to make marketing both more efficient and effective. It advocates that the role of marketing is to create a win-win situation for both customers and marketers. Good marketing also requires taking a purpose-driven approach. Marketing also needs to broaden to more stakeholders aside from the customer. Therefore, it requires internal marketing, supplier marketing, community marketing, and investor marketing. This course also demonstrates that stakeholder marketing generates better financial performance for the marketer.

To quote Peter Drucker, “There are only two real functions of Business: Innovation and Marketing.” Unfortunately, Marketing doesn’t get the attention and emphasis it deserves, primarily due to a stigma associated with it because of popular misconceptions. This lecture aims to set the record straight by separating “Selling” from Marketing, and presenting the characteristics of “Good Marketing” and how to achieve it. Purpose-driven companies demonstrate superior financial performance. Thus, Marketing should be purpose-driven and not market-driven, only then can it gain the respect it deserves as a force for societal good.

涵盖的内容

10个视频4篇阅读材料1个作业2个讨论话题

10个视频总计27分钟

Course Intro 0分钟
The Good Marketing: How to Achieve It - 01 3分钟
The Good Marketing: How to Achieve It - 02 2分钟
The Good Marketing: How to Achieve It - 03 3分钟
The Good Marketing: How to Achieve It - 04 3分钟
The Good Marketing: How to Achieve It - 05 4分钟
The Good Marketing: How to Achieve It - 06 2分钟
The Good Marketing: How to Achieve It - 07 3分钟
The Good Marketing: How to Achieve It - 08 5分钟
The Good Marketing: How to Achieve It - 09 1分钟

4篇阅读材料总计40分钟

About This Course 10分钟
About the Assignments 10分钟
Discussion Forum Guidelines 10分钟
About Peer Reviews 10分钟

1个作业总计10分钟

Module 1 Summative Quiz 10分钟

2个讨论话题总计20分钟

Meet and Greet 10分钟
General Course Discussion 10分钟

Marketing thought leaders lately have been advocating that marketing practices need to go beyond customers and think of all stakeholders of the company. This course explores this very debate by discussing what is stakeholder marketing and who are the eight other stakeholders in addition to customers. It explains evolution of marketing from product-customer-stakeholder-centricity and discusses the seven underlying forces driving this shift. Presented also is the FoE SPICE model & methodology (derived from the book Firms of Endearment (FoE)) with data insights on 19 publicly listed companies stacked against FoE companies. Additionally, a seven-point strategic framework is offered on how to achieve stakeholder marketing.