CTRL-SHIFT NEWS - AUGUST 2010

Read about our views on marketplace changes as well as updates on our research and event programmes.

The buyer-centric revolution

Posted: 25th August, 2010 | 4 comments

Sometimes something is so obvious you don’t need to give it a second thought. It’s obvious for example that the sun orbits the earth and it’s obvious that the marketing is something that’s done by marketers who are employed by organisations to achieve the goals the organisation sets them.

Obvious perhaps, but sometimes the obvious hides a deeper not-so-obvious truth. To glimpse this deeper truth we first need to see how our initial assumption colours everything – everything – marketers do. If ‘marketing’ is done by marketers working for organisations then:
 
--- the purpose of marketing: to…