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Let him read Peter Drucker's book Management, He would then be convinced.
The best way to convince is the practical way.. everything will be clear in the results that marketing is beyond advertising
Just take a small survey of his current customers, and check how many of them were and are influenced by the company's advertising. Its usually going to be a small number, rest of the influence comes in different channels. There you have it!
show him the meaning of marketing
show him value. he needs to see what would marketing bring in terms of added value.
if you are a marketer that is basic standard procesure , he needs to feel and see value.
you must find value yourself first,if you can measure value added , present it to him, i guarantee you he will accept it and support you fully.
after all he is a customer to you now, you want to market and sell him your idea.your idea is about adding value through employing marketing.prove it.
Hard headed ( decision maker ) only get convinced with numbers and percentage.
so here's what you need to do, Plan what you want to say do your presentation and mention how the company and he will benifit from your suggestion or your plan
then tell the ( decision maker ) what will happened if you didn't do your plan or suggestion.and in the end put him in the responsible chair like - if you decline my suggestion it's on you in a humble respective way.now his only choice is to trust you.if he didn't then he isn't worth his position and talk to higer hand, if he is the owner then keep trying.
Success stories
Wise people can not convince by only advertising they always searching quality goods, so by ensuring the quality goods hopefully I'll convince a lot of community.
show them the company's market sahre VS competitors and how marketing as an investment could increas it.
