- They never think about the customer and his or her motivations and needs.
- They define marketing as sales support.
- They use the terms sales and marketing interchangeably.
- They use the terms marketing and advertising interchangeably.
- They think about marketing as a cost center or overhead rather than as an investment.
- They only think of marketing as its tools and tactics, not as an integrated process that delivers on a strategy.
- There is no well thought-out media plan.
- They believe marketing should copy whatever the competitors are doing.
- They think anyone can do marketing, ignoring that it is a discipline based on training and experience.
- They can’t see the link between marketing strategy and business strategy.
Source: Brand Aid, second edition by Brad VanAuken, to be published December 2014
Pre-order here now: Brand Aid at Barnes & Noble