Do we need a Marketing System?
Actually this post would be better titled: "We have a marketing system...but do we actually understand how to optimise it?"
Uber blogger (and good friend) Johnnie Moore has discovered John Seddon's seminal work on management..."I want you to cheat".
This book is a brilliant accessible introduction to systems thinking and the utter failure of procedural thinking.
I've written about these issues elsewhere, but re-reading it after 10 years, it begs the question...why haven't we learned these lessons?
Do organisations understand marketing as a system? Do they even understand it as set of linked, value-creating processes? Do they understand how it can be standardised through the value-chain to increase end-stakehodler value? Do they understand its collaborative dependencies?
Do we actually understand our profession from a management standpoint?
Just as Seddon now evangelises lean manufacturing...so the next stepwise challenge for our industry is to create 'lean marketing'...optimising value-creating processes for each consumer-producer.
What does Six Sigma marketing actually look like... to the 'customer'?
Editor
