Already a quick analysis gives at hand that marketing deals with branded products only. If this had been realized when the concept was introduced in mid 1900s, textbooks had been different. Sales had never been included, and the original 4P “marketing mix” had never been a cornerstone in teaching. Consequently, “branding” appeared to be a separate concept instead of an integral part of marketing. Lacking basic theory marketing became a rather diffuse concept in general. Trying to find a remedy, I have introduced a late attempt to a theory for marketing, Value Marketing.
Redan en snabb analys visar att marknadsföring bara kan handla om märkesprodukter. Hade man insett det när begreppet lanserades i mitten av 1900-talet, så hade alla läroböcker sett annorlunda ut. Försäljning hade aldrig setts som en ingående del och den ursprungliga formen av 4 P, ”marketing mix”, hade aldrig blivit en hörnsten i undervisningen. Varumärken, ”branding”, har blivit ett alldeles särskilt koncept i stället för en integrerad del av marknadsföringen. I brist på en grundläggande teori har marknadsföringskonceptet svajat betydligt. För att råda bot på detta presenterar jag nu ett senkommet försök till teori för marknadsföringen.
Remember the marketing mix – Product, Price, Place, Promotion? Sorry, but this mix doesn’t apply to marketing. Marketing is all about branded products, and this is not. The idea of branding is that the buyer perceives the total offer as the product, i.e. the combined experience of function, design, communication, distribution, brand, and price. And this would be the relevant “marketing mix” for the branded products embraced by marketing. Want to read more? Have a look at the theory of Value Marketing.
Why was there a hype for branding from c. 1990? Brands had existed for far more than a century. Marketing (always demanding brands) had been a practice, even if not by name, about the same time. Buyer value had been the reason for branding all this period. If marketing had realized that it cannot exist without brands, and that branding cannot exist without marketing, no hype had ever erupted. Not this late, in any case. Learnthe reasons for this discussion by the theory of Value Marketing.