Bye, bye marketing – From market power to consumer power
Posted: Sat Dec 21, 2024 3:39 am
Marketing professionals and enthusiasts are in luck, because finally a marketing professional has managed to clearly capture in a book the new rules of the current marketing game , thus helping to understand the profound changes that this important function is undergoing in every self-respecting company and institution.
But who are we talking about? Agustín Medina, a marketing professional whose recognition has surpassed our borders for decades and who delighted us enormously with books such as “Ideas chinese overseas australia data para tener ideas” or “Como llegar al éxito de fracaso en fracaso”. Without a doubt, in Spain we have great marketing professionals, but I especially think that Agustín Medina’s books are very good because he knows how to transmit the essence of the knowledge and experience that he has in each of his books.
In just over 160 pages, not a single comma is left out, it manages to carry out an authentic review of the history of marketing from its birth, going through the important approaches made by the marketing gurus who began to emerge from the 60s and 70s and which in many cases became obsolete years ago. Agustín Medina himself, to everyone's surprise, back in 1981, intelligently questioned Rosser Reeves' USP (Unique selling proposition). An approach that, surprisingly and despite being clearly obsolete, some large companies and brands, with the help of their agencies, continue to use for some campaigns and communication strategies today.
To further enhance this work and provide all marketing professionals with new concepts, strategies and work tools, Agustín Medina devotes a large part of his book to dealing with important topics such as "the arrival of the Internet" and the great change it brings to marketing, the keys to understanding the rules of new marketing, details the MOVER method, Social Media Marketing or, in other words, marketing on social networks, engagement marketing, creativity as an attitude, and completely breaks the obsolete concepts of sociodemographic segmentation or marketing mix until now used by almost 100% of marketing departments.
But who are we talking about? Agustín Medina, a marketing professional whose recognition has surpassed our borders for decades and who delighted us enormously with books such as “Ideas chinese overseas australia data para tener ideas” or “Como llegar al éxito de fracaso en fracaso”. Without a doubt, in Spain we have great marketing professionals, but I especially think that Agustín Medina’s books are very good because he knows how to transmit the essence of the knowledge and experience that he has in each of his books.
In just over 160 pages, not a single comma is left out, it manages to carry out an authentic review of the history of marketing from its birth, going through the important approaches made by the marketing gurus who began to emerge from the 60s and 70s and which in many cases became obsolete years ago. Agustín Medina himself, to everyone's surprise, back in 1981, intelligently questioned Rosser Reeves' USP (Unique selling proposition). An approach that, surprisingly and despite being clearly obsolete, some large companies and brands, with the help of their agencies, continue to use for some campaigns and communication strategies today.
To further enhance this work and provide all marketing professionals with new concepts, strategies and work tools, Agustín Medina devotes a large part of his book to dealing with important topics such as "the arrival of the Internet" and the great change it brings to marketing, the keys to understanding the rules of new marketing, details the MOVER method, Social Media Marketing or, in other words, marketing on social networks, engagement marketing, creativity as an attitude, and completely breaks the obsolete concepts of sociodemographic segmentation or marketing mix until now used by almost 100% of marketing departments.