The New Fundamentals Of Marketing

Abstract

This paper identifies and discusses topics discussed at the 2002 Annual Marketing Conference believed by the author to be most relevant to challenges and opportunities faced by marketers in Nigeria. Topics addressed include: marketing and brand metrics, launching of a new brand, the evolving role of the research function, internal marketing, efficient and effective new product development, creation of customer loyalty and/or commitment, customer intelligence, and positioning. On each of the above topics, the author addresses three specific issues: 1) What did marketers know and/or believe about this topic prior to the Conference Board presentation; 2) What new knowledge and/or insights were presented by the speaker(s); and 3) What additional knowledge and/or insights was the author able to locate when he returned home, after the conference.


LBS Management Review Vol.8(1) 2003: 28-55