Gartner Research

Marketing Essentials: Top 10 Marketing Myths and Realities for 2011

Published: 23 March 2011

ID: G00211160

Analyst(s): Jennifer S. Beck

Summary

Gartner outlines the top 10 most-common marketing myths and provides advice that will change your thinking on topics such as "going vertical," "enabling sales" and "social media."

Table Of Contents
  • Overview

Analysis

  • Introduction
    • Challenge
    • Implications
  • Background and Context
    • Seven Market Forces Conspire to Change the Marketing Landscape
  • The Mashup of Market Forces Creates Imperatives for Change
  • Top 10 Marketing Myths and Realities for 2011
    • Myth No. 1 — Marketing Is About Enabling Sales
    • Myth No. 2 — Social Media Will Change Everything
    • Myth No. 3 — You're No Longer in Control of Your Brand
    • Myth No. 4 — Going Vertical?
    • Myth No. 5 — You Should Get More Business From Your Current Customers
    • Myth No. 6 — You Need to Sharpen and Upgrade Your Marketing Messages
    • Myth No. 7 — You Have Strategic Partners Committed to Mutual Success
    • Myth No. 8 — You Can Differentiate Based on What You Do
    • Myth No. 9 — Solution Selling Is King
    • Myth No. 10 — Marketing Is a Discretionary Expense
  • Conclusion

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