Gurus On Marketing

The relationship between strategy
and marketing
There is a strong relationship between corporate strategy and
marketing strategy. Corporate strategy is all about deciding the direction
the business wants to take. The key questions asked at strategy
formulation stage are:
• Where are we now?
• Where do we want to go?
• How do we want to get there?
• What is the timescale involved?
From corporate strategy devolves marketing strategy. Many gurus
on strategy, such as Ansoff and Porter, therefore, have made key
contributions in the areas of product portfolio analysis, competitive
environment and diversification. This book recognises such contribution.
Hence it is about ‘gurus on marketing’ rather than ‘marketing
gurus’.
The influence of the gurus
One of the key attributes of a guru is his/her influence in a specific
field of expertise such as management, strategy or marketing. There
are ‘heavyweight’ gurus – those who have made tremendous impact
and are well-known internationally – and ‘lightweight gurus, those
who have made significant impact in a particular field but are not so
well-known internationally.
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GURUS ON MARKETING