Ten Commandments of Marketing Strategy

People responsible for formulating and/or implementing marketing

strategies must remember the following aspects:
1. Grand Master (Peter Drucker) still holds grounds: there are basically
two business functions: innovation and marketing.
2. Unlike most other social sciences, marketing is counter-intuitive.
3. Market is continuously evolving; todays break-through strategies
can be tomorrows standard industry practices. Organizations must be
market-driven.
4. Serendipity occurs. We must be open, receptive, and ready.
5. In case of disruptive innovation, the organizations should be marketdriving rather than market-driven.
6. Market-readiness should be factored into the marketing strategy.
7. The market you target and the market you serve can be different or
can become different over time. We must continuously track down the
changes in the market served.
8. Being socially responsible pays off.
9. Good is the enemy of great (Jim Collins: From Good to Great).
10.Eventually all strategies fail. There will always be proverbial China
men looking over your shoulder; no positioning strategy can be
sustained indefinitely. We must be ready to re-invent our strategies
and even ourselves.