Advanced Search

Al Ries: Mind the 4 Ms of marketing
By
15 September 2016
Share this article:



In this article Positioning author Al Ries proposes a 21st century marketing mix composed of Merchandise, Market, Media and Message.

  1. The rational for Merchandise (vs. Product) is that many different kinds of things besides physical products are being marketed. And whatever your merchandise is, you need to understand every dimension of it that affects your ability to sell it.
  2. the rationale for Market is simple: you need to pick a clearly defined target segment and not try to be all things to all people.
  3. Ries's advice about Media is: focus on the one medium that works best for moving your merchandise. And "brands launched on the Internet do best with video campaigns".
  4. The ideal Message is "a singular idea expressed in one medium with one target market." But that's tough to do if you haven't first got your Merchandise, Market and Media right.

___________________________________________________________________________

Good stuff. And if you haven't yet read Positioning - which Advertising Age readers voted the best marketing book of all time - read it now.

Share this article:

And if you have questions or comments, you can easily send them to me with the Quick Reply form, below, or send me an e-mail.


David Boggs MS    - David
David@DavidHBoggs.com
View David Boggs's profile on LinkedIn

Google Certifications - David H Boggs
View my profile on Quora
Subscribe to my blog

External Article: http://adage.com/article/al-ries/forget-ps-mind-ms-marketing/305712/


Rating
4/5 based on 1 vote.
Show Individual Votes

Sorry, you don't have permission to post comments. Log in, or register if you haven't yet.

Please login or register.

Members currently reading this thread: