Школа Александра Репьева

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alex@repiev.ru 
+7 499 194-5221

 

 

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A book
by A. Repiev

 

Marketing
Thinking

or
Clientomania

 

TOC,
Abstract & Preface
in English

 

 

The book is
available at
Amazon.com

The Augean stables of academic marketing

 

 

By  Alexander Repiev, Moscow, Russia

 

“Beware of false knowledge;
it is more dangerous than ignorance.”

– Bernard Shaw

Article in Word format

 

 

It's a critical analysis of 4P, SWOT, PEST, Porter’s five competitive forces, Porter’s value chain, Boston matrix, Ansoff matrix.

 

Einstein said: “Make everything as simple as possible, but not simpler.” If a model is oversimplified you may lose some important and even fateful nuances. That is exactly what happens with many academic schemes!

This may be suicidal in the present-day marketing environment with a zillion of situations. The world out there cannot be governed by a few crude rules-of-thumb – no matter how venerable their inventors! At best those matrices, chains, “analyses,” etc., are reminders, visualizations, etc.; at worst, they are efficient quenchers of creativity.

These dead schemes, coupled with funny reasoning prevailing in academic marketing, are largely responsible for the huge gap between academia and practitioners.

 

Download it in Word format.

 

 

Other English-language articles by A. Repiev

Kotler and kotleroids

A glimpse of Russia's advertising and marketing

Pseudomarketing: scholasticism and bureaucracy

The Soap Bubble of "22 Immutable Laws of Marketing" — Review

Lunatics have taken over the asylum

"Physics envy" – physics abysmally misconstrued!

 


 

 

Progress
is man’s ability
to complicate
simplicity.
T. Heyerdahl

A learned fool
is more foolish
than
an ignorant
one.

Molière

 

 

 

alex@repiev.ru 
+7 499 194-5221