The document contains a summary of various marketing roles and positions within a company. It then provides diagrams illustrating the relationships between sales, marketing, targets, objectives, products, brands, benefits, buyers, customers, and turnover/profit. Additional diagrams map out the customer development process and key aspects of marketing including market analysis, advertising, targeting, positioning, campaigns, brand architecture, new product development, digital marketing, CRM, communication, and data setup. Traditional marketing is compared to digital marketing. Suggestions are provided for taking time to nourish your brand. Examples of effective marketing quotes are highlighted. The importance of understanding how the brain works, psychology of buying, evolutionary biology, and anthropology is discussed in relation to a

4. Social Marketing and Commerce Manager Marketing Project Manager
Consumer Marketing Manager Acquisition Conversion Assistant
Publicity & Marketing Manager
Head of Marketing Marketing and CRM Manager
Senior Affiliate Marketing Manager European Poultry Business Manager
Sales & Marketing Director
Partnership Marketing Executive On-line Manager
Vice President (Marketing and Commutations Manager)
Segmented Pricing Manager eCRM Executive
Corporate Marketing Director
Marketing Director Marketing Database Analyst
Online Marketing Manager
Head of Marketing Services E-Commerce Manager
Customer Marketing Controller Trading & Acquisition Marketing Manager
Head of Product and Proposition Strategy
Insight Director
Marketing Campaign Manager Product Planner
Promotions Coordinator
Business Development Director Market Insight Manager
Proposition Development Manager Marketing & Communications Manager
Marketing Services Executive Head of Digital Customer Marketing
PPC Executive
Marketing Team Leader Shopper Marketing Team Leader
Customer Experience Manager
Internal Communications Associate Business Communications Manager
Roadshow & Event Coordinator Web Analytics Specialist

5. •
•
•
•

7. Sales Marketing
Targets Objectives
Units Market Share
Products Brand
Benefits USP & Values
Buyer Customer
Turnover Profit

10. Customer
Customer
Experience
Research
Advertising Targeting &
Segmentation
Market
Analysis Positioning Data
& Campaigns Set-up
KPI’s & Brand
Process & Measurement Architecture CUSTOMER
Protocols Contact
Knowledge DEVELOPMENT Management
Agency Management Callage
New Product
Management & Pattern & CRM
& Review Dash Board Channels Development
Year Communication
Planning New SALES BRAND
Technology PLANNING DEVELOPMENT DIGITAL
Key SEO +
Efficiency Account Content
Communication
Audit
Review Strategy Sales
Promotion eCommerce
Function Training &
Organisation Mentoring Web &
Catalogue PPC +
New Incentive & Online media
MARKETING Set Up Motivation
DIRECTION
Lead
Generation
Needs managing…

11. •
•
•
•
•
•

12. Traditional Digital

22. Look
Logo
Tone of voice
Positioning
Key message
Creative framework
Images
Messages
Typeface
Graphics
Typeface

23. LOGIC EMOTION

24. Products Brands
are just are
PEOPLE FRIENDS

25. •
•
•
•
•
•
Take time to
• ‘NOURISH
YOUR
BRAND’

29. 'We identified name recall as the
number-one thing to address,' says
Mark Vile, director of marketing at
comparethemarket.com.
‘quotes increased 80%
cost per acquisition
was reduced by 73%’

33. Colao said “It is not the brand talking any more
and telling the customer what to do. It is the
customer who will decide. I am trying to steer
the whole company in this direction.”

35. How the brain works
The psychology of buying
Evolutionary biology
Anthropology of culture
Meet
‘MARKETING
CONSILIENCE’

36. The steps to
MARKETING
success

37. “To create and capture
customer desire
for what the company
does at a
sustainable profit.”