David Hood

The Marketing Manifesto .... #1: The Future of Marketing

2009-10-16T10:16:00.008+01:00

Throughout the course of the past year, I have been seeding the new MyMarketingLife community with 'The Marketing Manifesto' thought-provoking pieces, based around my research and insights into the challenges and opportunities, yet unresolved, for the Marketer.These will shortly be compiled and expanded on in a new major title, published within MyMarketingLife and offer some leadership that is

2009-10-16T09:41:00.006+01:00

Well, now that MyMarketingLife has been officially launched and being fully developed throughout the rest of the year, we have turned to launching the new 'virtual focus group and customer insight system' - See My Customers.Having hated the fact that even though we have more technology, more sophistry and supposedly a 'market and customer centric aspiration' most organisations are actually

Havent posted and used this for some time, but ...

2009-10-16T09:30:00.003+01:00

Hi all,I havent used my old blog for a bit - after a few fits and starts, never really got into it at all! Have taken quite a bit of a sabbatical - for good reasons - and am now kicking things off again on all fronts.As always, there are so many things to post, and in so many places. So I hope to keep this blog up to date now, although there may be some gaps .... the malaise of the modern

" The Report of my Demise has been Greatly Exaggerated! "

2008-02-07T11:13:00.000Z

Some of you may have received a report, through being a subscriber to 'The Marketing Leaders' magazine or from another source, that I, and my trusted friend and colleague Graham Jarvis (Editor, The Marketing Leaders) have 'moved on' from The Marketing Leaders. I must admit to having a bit of a 'Mark Twain' moment when I was reading about myself seemingly 'moving on'.This is not the case. One of

The Paradox of Choice

2007-11-10T21:16:00.000Z

We all harp on about choice - in commercial trade, personal 'freedoms' that are said to be associated with the range of 'things' at our disposal and linked directly to human values - but are we truly free, simply because we have the benefits of 'choice'?Take the ride with psychologist Barry Schwartz, as he prods under the safety blanket of choice - funny, thought-provoking .....http://

Laugh at this letter and think of it as a warning to Marketers ...

2007-10-24T14:23:00.001+01:00

Dear Sir,I am writing to thank you for bouncing my cheque with which I endeavoured to pay my plumber last month. By my calculations, three nanoseconds' must have elapsed between his presenting the cheque and the arrival in my account of the funds needed to honour it. I refer, of course, to the automatic monthly deposit of my Pension, an arrangement, which, I admit, has been in place for only

The Marketing Leaders - now on Facebook

2007-10-15T10:23:00.000+01:00

The Marketing Leaders professional marketing community is now on Facebook - you can join free (register with Facebook if you dont have an account).Everyone is now getting a Facebook profile - it is the happening networking place - and TML now has an active group within it. This allows subscribers to input their own thoughts, comments and items they wish to share with fellow Marketers, and of

Marketing Recruitment

2007-09-28T14:00:00.000+01:00

I am interested in what you think about the process of recruitment for Marketers - whether you have been seeking a job recently, are 'happily' in one at the moment, or indeed have been involved in recruiting staff yourself. I value your opinion - I think we (Marketers and Marketing) are poorly served.If you have any experience of the Marketing Recruitment process - whether as a candidate or

Search Engine Marketing in Context - is it marketing?

2007-08-23T07:46:00.000+01:00

We all have a handle on what marketing is - although this is debatable as we rarely practice it according to the definition - but what exactly is Search Engine Marketing (SEM)?Definitions are ImportantWhat does it mean to the business? Does it mean simply some technology and process that finds products, services and providers of things the buyer wishes? Does it mean something more advanced that

There is nothing worse than a sharp image of a fuzzy concept

2007-08-17T16:12:00.000+01:00

Quotation above by Ansel Adams (1902 - 1984)There is much written and understood about brands and their use in marketing. Most of it is big-brand FMCG analyses and arguably takes little cognisance of the reality of the challenges of hard-nosed industrial, B2B or SME branding – far less about the important ‘people factors’ inherent within ‘the brand’.Internal branding is all about building a

Risky business? You bet. The challenges of New Product Development today

2007-08-03T15:22:00.000+01:00

David Hood identifies the changes apparent in Product and Service Development that have occurred in an age of new technologies and fast changing business models. He asks if we have truly learned to ‘wrap our offer round the customer’. Over the years, we have developed highly evolved ways to construct and ‘engineer’ new products and services – making them sharper, improved their quality and

Futurecasting - the power to sense and shape the Company's future

2007-07-11T12:08:00.000+01:00

There is a new initiative based at the University of Glasgow - the new Futurecast Centre for Marketing & Management TM.I am currently seeking supportive companies and organisations that would wish to assess the possibility of engaging with the Centre and utilise its resources and knowledge to better map out and shape their competitive future. This new initiative offers supporting and

Chairing Kotler / Prahalad Conference

2007-05-30T23:17:00.000+01:00

David was delighted to be asked to Chair the recent event in Birmingham England that brought together two of the world's leading Marketing thinkers.Professors Philip Kotler and CK Prahalad entertained and informed the audience of top Marketers - outlining the new changes affecting marketing and how Marketers can address 'competitiveness in a commoditised world'. David outlined how Marketers are

The Trouble with Marketing is .....

2007-05-18T15:25:00.000+01:00

Introducting a new series of ArticlesI am introducing a number of articles on marketing challenges - to highlight and tackle the day to day problems and issues facing practising marketers.This will offer an insight into real issues for real marketers - looking at how most of our problems as Marketers are both linked to each other and so very solvable. Click on

Managing Total Marketing - a philosophy

2007-04-13T10:32:00.000+01:00

Managing Total Marketing (MTM) aims to fill the vacuum and the silos of marketing today. Is Marketing just about the department itself, or is it more about effectively employing the assets of the whole enterprise to deliver what the customer wants? MTM was coined as an initial challenge to marketers and marketing, to face up to the vacuum that exists in not having an overall concept of managing

Marketing Leadership - the key to personal and corporate profit

2007-02-12T11:42:00.000Z

Leadership. And 'Marketing Leaders'. When we talk about it in marketing terms, we tend to talk about how our company is placed in the market, in terms of share of the market. That is actually 'market' leadership (if indeed, you think that this form of measurement constitutes 'leadership' at all, although it does imply some measure of success!). But still this proferrs importance to being the

Marketing's incorporation into Corporate Governance: The Ultimate Aim for Marketing

2007-02-12T10:51:00.000Z

Corporate Governance has to improve at a strategic level. To make those necessary improvements and become meaningful and effective, it has to incorporate marketing into every decision, every option for change or improvement and every activity - nothing less. It has to be more than simply measuring and reporting on finances and general 'corporate conduct' - it needs the customer at its heart. This

The 8 Myths of Added and Adding Value

2007-02-12T09:15:00.000Z

Myth #1: Added Value along the 'Chain' Accumulates Profit-Making Potential and results in a More Valuable Offer If we have a process of creating, developing and delivering a product and service, and add value along that chain, the sum of the parts will give us the enhanced profit that we seek. Industry is getting used to the quality processes such as

The Augmented Modern Marketing Mix (TM)

2007-01-12T10:52:00.000Z

The Augmented Marketing Mix (AMM or the '17 Ps'), and its relationship with Search Engine Marketing is covered in the article 'Search Engine Marketing in Context - is it marketing?' in THE marketing leaders (TM) in 2006. The AMM contains the original '4 Ps' and an additional 13 new P's:ProductPlacePricePromotionPeople (the most important component in the whole supply chain and forgotten by