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A book
Marketing
TOC,
The book is |
The Augean stables of academic marketing
By Alexander Repiev, Moscow, Russia
“Beware of false knowledge; – Bernard Shaw
It's a critical analysis of 4P, SWOT, PEST, Porter’s five competitive forces, Porter’s value chain, Boston matrix, Ansoff matrix.
Einstein said: “Make everything as simple as possible, but not simpler.” If a model is oversimplified you may lose some important and even fateful nuances. That is exactly what happens with many academic schemes! This may be suicidal in the present-day marketing environment with a zillion of situations. The world out there cannot be governed by a few crude rules-of-thumb – no matter how venerable their inventors! At best those matrices, chains, “analyses,” etc., are reminders, visualizations, etc.; at worst, they are efficient quenchers of creativity. These dead schemes, coupled with funny reasoning prevailing in academic marketing, are largely responsible for the huge gap between academia and practitioners.
Download it in Word format.
Other English-language articles by A. Repiev A glimpse of Russia's advertising and marketing Pseudomarketing: scholasticism and bureaucracy The Soap Bubble of "22 Immutable Laws of Marketing" — Review Lunatics have taken over the asylum "Physics envy" – physics abysmally misconstrued!
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Progress
A learned fool
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