Marketing 202: What the Gurus Are Telling Us Today

Listen to the leading lights of marketing these days and you come away with two distinct and seemingly contradictory messages. The first can be described by the phrase "keep it simple, stupid." Companies should do one thing well--and tell people about it all the time. The other message is one of constant change--companies must constantly adapt to what customers want today. Fortunately, this is not an either-or proposition, and there are ideas common to both schools. Figuring out the right mix for your company and your marketplace requires sifting through what the sages are saying and assembling a package of ideas that are right for you. HMU presents advice from some of the leading names in marketing: Jack Trout, Michael Treacy and Fred Wiersema, Regis McKenna, Don Peppers, and Martha Rogers.