Comments on: A Brief History of Change and Marketing Communications

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By: David Gillbanks

David Gillbanks — Fri, 19 Feb 2010 06:13:58 +0000

Thanks so much for your comments; Appreciated!

By: Giorgio

Giorgio — Tue, 16 Feb 2010 10:14:25 +0000

Dear David, congratulation for your analysis!
Even if I am not a specialist in Marketing & Communications, I skilled myself working hard on how to give to my former bank customers the best image of the company.(in 1980 I did a course in Banking Management).
I wish I could give you my experience.
At the beginning of the 70th in my country just began a pooling interview system on a universe affordable unit sample with the aim, working out the data, to better understand the markets.
In a sabbatic period, a family company operating in tourism sector asked me (me and my cousin architect)how could be profitable a skylift development.In a feasabily phase I set up a funny interview done to the skyers to know their agreement: so we set up a questionnaire given to the skyers at the beginning station to be filled out sitting on the skylift chair during the 10/15 minutes journey to reach the final station: I friend of mine -at present Professor in medicine – received the filled questionnaire. We had more or less 200 replies absolutely useful for our purpose. The literature is older and give interesting data base and case study to figure out the markets. Granted the importance of the educational basis, my personal thought is that communications is also a natural skill. The validity of old and updated case studies help to better understand – for istance – nowaday, how to face the crises in a globalized market, but I strongly believe that achieved some basis it should have to be utilized your creativity leaving the “robot” part the frequently the society “impose”. I mean..if you are working on a skeduled widely recognized basis, nobody, I say nobody, can tell you nothing if, appling that source, the results are not profitable. As former bank officer, when I begad to deal, purpose and manage credit lines my Bank gave me an internal book to be studied and keep it for consultancy in your daily work: As introduction was raccomended: Know your customer…do your best to become his friend. That has been my work. The large branch where I was working for had been for at least 4 years one of the most profitable. Granted a basic knoledge, the group worked out fantastic results caring customers at the best with an important informatic support of market analysis issued by the credit system creating in the meantime an important communication chance. It had been a challance in the late 89 beginning 90′ in Italy.
Great David!

By: John Moss

John Moss — Tue, 16 Feb 2010 06:23:00 +0000

Interesting comments, esp as I am in the food industry. Private label is the big danger for brands, as it delivers a greater profit to the supermarket. Products are having to be reinvented, and more growth (or even survival) will come from product innovation. And the way this is marketed (strategy & communication) appears to be less sure than it used to be.

As a non-marketer in the food industry, I see that marketing/marketing communication is still done primarily through television and that communication forms part of the marketing “plan”. Internet plays a small(ish) role at the moment. This implies that the communication is a part of marketing – but that may well be turning out to be based on traditional models. I figure this is something that most in-company marketers struggle with.
You’ve captured the issues that companies face – becoming “market facing” and having “Consumer defined specifications”, and all done at a pace that was previously unthought of. The phrase “the quick and the dead” may be applicable in a way that was previously unthought of.
Great stuff.

By: Raveena Singh

Raveena Singh — Mon, 15 Feb 2010 17:02:00 +0000

Hi David – I thoroughly enjoyed reading your reflections. Your argumentis sound and you make valid and well justified conclusions. The Wheelan and Hunger (2008) argument makes a strong contribution to the thinking that marketing communication is a strategic management function.Thank you for this well thought out and coherent piece of work. You will be an asset to your profession…hope you consider working more on the marketing communication side…the profession needs people like you..