Marketing

September 8, 2012 Editor 0

“MARKETING is dead.” So said Kevin Roberts, boss of Saatchi & Saatchi, perhaps the world’s most famous marketing firm, earlier this year. Generating headlines for his company as it did, there was an obvious irony to his remarks. Still, the death of marketing is regularly reported in the academic literature; social media and the internet are usually cited as prime suspects in its dispatch. It is hyperbole, though. The channels may have changed but the underlying principles of marketing remain true. “The only way on earth to influence other people is to talk about what they want and show them how to get it,” wrote Dale Carnegie in 1936 (pictured). It might be a strategy for a brand’s Facebook campaign today.

“The only way on earth to influence other people is to talk about what they want and show them how to get it.”
Dale Carnegie, writer (1888–1955), How to Win Friends and Influence People (1936)

“No one likes to feel that he or she is being sold something or told to do a thing. We much prefer to feel that we are buying of our own accord or acting on our own ideas. We like to be consulted about our wishes, our wants, our thoughts.”
Dale Carnegie, How to Win Friends and Influence People (1936)

“You can close more business in two months by becoming interested in other people than you can in two years by trying to get people interested in you.”
Dale Carnegie, How to Win Friends and Influence People (1936)

“‘Marketing’ has become a fashionable term. But a gravedigger remains a gravedigger even when called a ‘mortician’—only the cost of burial goes up.”
Peter Drucker, management writer (1909–2005), Managing for Results (1964)

“The aim of marketing is to make selling superfluous.”
Peter Drucker, Management, Tasks, Responsibilities, Practices (1973)

“We believe what we want to believe, and once we believe something, it becomes a self-fulfilling truth.”
Seth Godin, entrepreneur (1960–), All Marketers Are Liars (2005)

“Don’t try to change someone’s worldview is the strategy smart marketers follow. Don’t try to use facts to prove your case and to insist that people change their biases. You don’t have enough time and you don’t have enough money. Instead, identify a population with a certain worldview, frame your story in terms of that worldview and you win.”
Seth Godin, All Marketers Are Liars (2005)

“Marketing is about spreading ideas, and spreading ideas is the single most important output of our civilisation.”
Seth Godin, All Marketers Are Liars (2005)

“It’s easy to assume people are conforming when we witness them all choosing the same option, but when we choose that very option ourselves, we have no shortage of perfectly good reasons for why we just happen to be doing the same thing as those other people; they mindlessly conform, but we mindfully choose … Rather than being alone in a crowd of sheep, we’re all individuals in sheep’s clothing.”
Sheena Iyengar, academic (1969–), The Art of Choosing (2010)

“Marketing is not the art of finding clever ways to dispose of what you make. Marketing is the art of creating genuine customer value. It is the art of helping your customers become better off.”
Philip Kotler, academic (1931–), Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know (2003)

“Authentic marketing is not the art of selling what you make but knowing what to make.”
Philip Kotler, academic (1931–), Marketing Management (1967)

“Business has only two functions – marketing and innovation.”
Milan Kundera, author (1929–)

“Marketing is not a battle of products, it’s a battle of perceptions.”
Al Ries and Jack Trout, The 22 Immutable Laws Of Marketing (1994)

“I do not believe in censorship, but I believe we already have censorship in what is called marketing theory, namely the only information we get in mainstream media is for profit.”
Sam Shepard, film director (1943–)

“Advertising is not an art form. The sole purpose of marketing is to sell more stuff more often to more people for more money.”
Sergio Zymen, marketing executive (1945–), The End of Marketing as We Know It (1999)

Taken from The Economist‘s “Book of Business Quotations”

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Categories: The Economist

Tags: Dale Carnegie, marketing, Saatchi, Seth Godin, Win Friends and Influence People