A society that in the last ten years has experienc. An exponential transformation in its communication. Mechanisms, in the integration of a multitude of applications. Technological tools, in developments and processes. Have plac the individual; the potential client of marketing. professionals at the center of the universe. A universe that is now multidirectional and multivariable
Where more than ever, the user has. The object and target of thousands and thousands of brands. Only seek to offer infallible services, products and solutions.
Moments of change that it worth stopping
A minute looking back reflecting and not losing. Sight of the origins, the foundations and fundamental. pillars despite everything remain unchang.
It time to assert, more strongly ever. Everything worth it, and much less in the world of marketing.
It is necessary to re-understand marketing as a philosophy.
Philosophy and marketing
If we go to the RAE) to find a first approach to the concept of philosophy, we will find that the RAE defines philosophy as:
The set of knowledge that seeks to establish. A rational manner, the most general principles that organize.
Complicated?
For a moment it seems like
In this post I will try to define and go into more depth the term engagement marketing. To do so
Marketing was born and built on fundamental. principles on methodologies and tools were articulat.Guarante good practice and the correct path to follow. Both for the discipline itself, as well as for. The professional who carri out the marketing work.
We talking about ethics, values. purposes principles,doing things correctly, and ultimately not forgetting .
Functional marketing and marketing as a philosophy
Nowadays marketing professionals fac. Two ways of understanding marketing.
Sense, marketing is understood
as that whose central and final axis is the client, seeking at all times, under ethical criteria and fundamental principles, to generate a state of satisfaction for the purchase of the service/product.
In this sense, marketing would be closer to the concept of science and service discipline.
Marketing as a function.
Understood as a more specific way of mechanically managing the pure and simple exchange relationship between client and brand, based on identifying, creating, developing and serving latent demand.
Marketing understood as a management
Market demand, displacing the customer. As the real centre of the strategy and managing. products services that must consum. Whether or not they satisfy needs, whether or not they take. Values into account and with or without ethics.
Colombia is a country of very good people. Lovely and friendly people, but when you go into a store, whatever it is, you are always approached by a salesperson who tries to convince you to buy a product from the store. Sometimes, the way and manner of approaching the salesperson causes an immediate rejection of the brand. And in this specific case, what you get as a result is to look for the exit of the store as soon as possible to get out of it quickly .
Nowadays, marketing works around the most functional part, forgetting about the most philosophical part.
Principles of Marketing Philosophy
From our point of view, the philosophy of marketing:
It requires that the marketing professional work under values of professional ethics, loyalty, honesty and a vocation for service.
It means that marketing in a company. Or brand puts all its efforts into satisfying. The needs of its customers forgetting profitability.
It requires that professionally validated and accepted processes (methodologies and tools) be used for the correct fulfillment of their professional performance.
It establishes that the path to achieve the set objectives must go through the determination of the needs and desires of the target audience.
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Fight against fraudulent, opaque. And deceptive techniques that only seek. To sell for the sake of selling without providing. Any value to the potential client.
He calls for the establishment of a code of ethics for all professionals, which marks the distinction between good and bad professionals.
Sometimes necessary to stop and reflect
Really doing as t done and whether in our performance. As marketing professionals we are aware. of what “doing marketing” really means.
We must always keep in mind what was shown at wwdc that marketing a discipline and a science. And as such we must apply a code of ethics. Ethics and values to our daily marketing work. A set of knowledge that has a specific purpose: to understand analyze. Satisfy and desires of the potential client.
We cannot participate in the motto aleart news of anything goes. We cannot enter into the battle of less. More, we cannot play with the principles of a profession that already devalu.
