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Philip Kotler is a well known marketer and professor at Northwestern University in Chicago. He has written and co-written multiple books and textbooks for thousands of students. I personally have two and let’s just say, he is credible. The Strategic Marketing mantra that Kotler talks about is "CCDVTP": C: CREATE. C: COMMUNICATE AND D: DELIVER. V: THE VALUE. T: TO THE TARGET MARKET. P: AT A PROFIT. Three basic activities required for a SUCCESSFUL FIRM. CREATING VALUE = PRODUCT MANAGEMENT. COMMUNICATE VALUE = BRAND MANAGEMENT. DELIVER VALUE = CUSTOMER MANAGEMENT. Product Management: It’s is an OPEN technology, outsource the best technology from outside open technology or open technology. Brand Management: Brand management is Packaging. It’s a PROMISE. It's all about MIND share, HEART share and now it's SPIRIT share. Customer Management: Have a database of Customers. It's just dealing with the date base, a database management. But according to the GURU, you have to meet with the Customers and share his thoughts and CO-CREATE new value to your product. There is a radical change in the thought process of marketing; a new evolution of thought process has come along this new Marketing Mantra. So you, what do you think and say?
An excellent piece of input by you for the sales force to understand the steps. Well appreciated.
I suggest that Bayt does the favour of sharing your input to the members of the sales stream.
To Mr Chehou Oussoumanou
Respected Sir
I agree with you Philip Kotler is the most well know authority on marketing management. He along with Kevin Keller are co-authors of the most popular books in marketing management.
I think the best example of CCDVTP would be the Sony walkman.
· It was a product that created its own market and made Sony a world famous brand.
· Sony created the product
· Communicated to the target audience the youth
· Delivered the product at the right price making profit from the large volume of sales
· Understood the target market the Young Urban professionals (Yuppies)who could listen to music while walking, waiting in a queue any where they wanted.
· Made huge profits from the innovative product.