Do to others what you want them to do to you

26 May 2019

Sales Vs Marketing

Note: This post is motivated by a recent chat I had with a marketing consultant in LinkedIn.

Chatting with marketing professionals, I realise that sales and marketing are often considered separate and distinct areas in the industry with marketing being understood as advertising.

From a theoretical perspective, Sales is considered as part and parcel of Marketing as is Public Relations. 

Here is a post (slightly updated) which I wrote in my old University of Warwick blog in 2009 titled "Selling is not Marketing".

What is the first thing that comes to mind when you hear the word "MARKETING"?

A number of people apparently associate it with either a) selling and b) advertising. What I find surprising is that these include several individuals involved in business and in the corporate sector, including marketing managers.

Selling and advertising is part of marketing but it is NOT marketing.

The concept of marketing has undergone drastic changes over the past three decades, evolving from the production era, namely producing products fast and cheap (Remember "Any customer can have a car painted any colour that he wants so long as it is black.” - Henry Ford). That's one problem with companies which rely too much on engineers or tech people without any input from marketers.

I have heard countless stories where the engineers create a "great" product and then push it to the sales and marketing department, to "sell" it to the customers.

If the product fails, it is apparently due to "bad marketing" (blaming the sales and marketing dept.). In a way it's true but not because of the marketing guys (some of whom don't know what marketing is all about). Rather it was doomed right from the start. The customer didn't need it nor do they want it and any amount of marketing (or selling) won't help.

We then moved through the sales and marketing era - the concept that many companies in the UK are still following now: "If you have a good product, then everyone would buy it. You only have to let the customers know". These companies overly rely on advertising in order to push the products to customers. 

It comes as no surprise that a number of companies in the UK and in Malaysia go under all the time. Many of these companies are still living in the sales era of marketing. So, you will see a number of companies spending thousands (if not millions) of Pounds/ Ringitt Malaysia, to get new customers and then ignore them once they sign up.

I am sure that all of you have at least one personal experience, where you were treated like a King or Queen BEFORE you bought the product and service. And then treated like dirt afterwards.

The old adage that if a customer is happy, he/she tells one person while an unsatisfied customer will tell 10 more people, still holds. The only difference is that people now rant on Twitter, Facebook and on their blogs. It's not just 10 more people anymore but rather thousands via online as well as offline word-of-mouth.

The change in marketing focus from the product to the customer occurred during the marketing era, which appeared around the 1960s in the US. Effectiveness and efficiency in meeting customer demands, needs and wants were identified as the key elements in determining companies' long-term success. Now it has moved beyond market segmentation of customers based on their demographics. Researchers also looked at the attitude or lifestyles of consumers- psychographics. Ever wonder what Tesco does with the information provided by millions of their customers using the loyalty cards?

We have since then moved into the relationship era, which emerged during the 1990s. It shifted the focus to the establishment and maintenance of mutually beneficial relationships with existing customers and suppliers. Now, we are not talking about just making a sale. We want loyal customers who would come back for more and bring along others with them at the same time. We are now talking about long-term relationships.

I wonder how many companies are in this era?

Some companies are still hung up on their proud history, their so-called "heritage" and fail to innovate. More importantly, they forgot to take care of their customers.

A good example: Coventry was once the centre of the British car industry. Now, there's only Jaguar left and that too owned by Tata, an Indian company.

So what's my concept of marketing?

I like the latest definition given by the American Marketing Association (2014) which sums up the concept as I understand it: 

“the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large”

24 Apr 2019

Top 50 Marketing Profs who Tweet - UPDATED 2019 List

Marketing Profs refer to academics who teach marketing and related subjects in Universities. These are the opinion leaders in the field of Marketing. However, it is quite surprising that several Marketing "Gurus" in academia are not really active on Twitter and are not represented in this list.

There have been some minor changes to this list. It is now restricted to the top 50 and I have removed a few academics who are not strictly in the field of Marketing. Here is the old 2016 list.

I discovered that some have changed their Twitter handles and some have moved Universities.

Mark Schaefer is still on top with 176.2K followers. It is interesting but most seem to have lost followers. Not sure why. Also, there is a huge gap between the 3rd and 4th on the list.

The ranking is based on the number of followers as of 24 April2019.

I am proudly representing Malaysia in the list at #15.

Note: Please let me know if you want to be added to/ removed from the list. 
  1. Mark Schaefer (@markwschaefer) - Rutgers University - 176.2K
  2. Nancy Richmond (@NancyRichmond) - Florida International University - 140.2K 
  3. Anthony Miyazaki (@AnthonyMiyazaki) - Florida International University - 111.4K
  4. Gary R. Schirr (@ProfessorGary) - Radford University - 69.9K
  5. Mark Ritson (@markritson) - Melbourne Business School, University of Melbourne - 37K
  6. Patrick Strother (@PatrickStrother) - University of Minnesota - 30.3K
  7. Jennifer Aaker (@aaker) - Stanford University - 25.6K
  8. Kimberly Whitler (@KimWhitler) - University of Virginia - 19.5K
  9. Bang Nguyen (@ProfBangNguyen) - University of Southern Denmark - 15K
  10. Simon Chadwick (@Prof_Chadwick) - University of Salford  - 15K
  11. Byron Sharp (@ProfByron) - University of South Australia - 14.2K
  12. David Aaker (@DavidAaker) - University of California, Berkeley - 14K
  13. Carol Phillips (@carol_phillips) - University of Notre Dame - 12.4K
  14. Philip Kotler (@kotl) - Northwestern University - 12.2K
  15. Dilip Mutum (@admutum) - University of Nottingham Malaysia  - 9810
  16. Jim Joseph (@JimJosephExp) - New York University - 9433
  17. Lauri Harrison (@lharrison) - Columbia University - 8217
  18. Denny McCorkle (@DennyMcCorkle) - University of Northern Colorado - 8094
  19. Christophe Benavent (@Benavent) - Université Paris Nanterre - 8039
  20. Barbara Kahn (@barbarakahn) - University of Pennsylvania - 7721
  21. John Deighton (@HBSmktg) - Harvard University - 6358
  22. Steven H. Seggie (@Seggitorial) - ESSEC Business School - 5834
  23. D. Steven White (@dstevenwhite) - University of Massachusetts Dartmouth - 5826
  24. T. Bettina Cornwell (@BettinaCornwell) - University of Oregon - 5291
  25. Richard Ladwein (@rladwein) - Université de Lille - 4463
  26. Jaideep Prabhu (@JaideepPrabhu) - Judge Business School, University of Cambridge - 4466
  27. Robert Kozinets (@Kozinets) - Marshall School of Business, University of Southern California - 3907
  28. Miguel Guinalíu (@GUINALIU) - University of Zaragoza - 3648
  29. Eric Vernette (@VernetteE) -  Toulouse University - 3075
  30. Aric Rindfleisch (@aricrindfleisch) - Gies College of Business, The Univ. of Illinois - 2934
  31. Janet Ward (@DrJanet_A_Ward) - University of Sunderland - 2874
  32. Tracy L. Tuten (@brandacity) - Texas A&M University-Corpus Christi - 2794
  33. Zeynep Arsel (@zeyneparsel) the - Concordia University - 2589
  34. Markus Giesler (@DrGiesler) - Schulich School of Business, York University - 2551
  35. Dirk vom Lehn (@dirkvl) -King’s Business School, King’s College London - 2530
  36. Tom van Laer (@tvanlaer) - University of Sydney - 2446
  37. Sue Bridgewater (@SueBridgewater) - UoL ManagementSchool, University of Liverpool - 2048
  38. Marie Taillard (@marietaillard) - ESCP Europe - 1880
  39. Shari Worthington (@sharilee) - Foisie Business School, Worcester Polytechnic Institute - 1866
  40. Finola Kerrigan (@FinolaK) - University of Birmingham - 1860
  41. Alexa Fox (@AlexaKaye3) - Ohio University - 1790
  42. Steve Vargo (@SteveVargo) - The University of Hawai’i at Manoa - 1663
  43. Michelle Weinberger (@consumerlife) - Northwestern University - 1642
  44. Gemma Calvert (@DrGemmaCalvert) - Nanyang Business School, Nanyang Technological University - 1620
  45. Anthony Patterson (@TonyPatterson) - The University of Liverpool - 1580
  46. Spencer M Ross (@srossmktg) - McGill University - 1538
  47. Vincent Balusseau (@vbalusseau) - Audencia Business School - 1401
  48. Tracy Harwood (@tgharwood) -  De Montfort Univ. - 1379
  49. Laurence Dessart (@laurencedessart) - HEC Liège - Management school, University of Liege - 1324
  50. Ekant Veer (@VeerOffTrack) - University of Canterbury - 1254

        15 Apr 2019

        New case study book on Management of Shari’ah Compliant Businesses out

        The edited case study book titled Management of Shari’ah Compliant Businesses: Case Studies on Creation of Sustainable Value, has been published. This is my fourth edited book and the third from Springer.

        I co-edited this book along with Ezlika M. Ghazali, Mamunur Rashid and Jashim U. Ahmed.

        The book has 15 case studies with eight cases under Islamic financial management and seven under Islamic marketing and management.

        "Muslim consumers represent an untapped and viable market segment, but to date there has been very little research on catering to their needs or running and managing Islamic businesses. Innovations in Islamic business, interest in the use of Sukuk (Islamic bonds) to finance major projects, pressures on Islamic banks to reduce the financing gap in society, and the need to understand Muslim consumers, require a deeper grasp of the issues and opportunities involved, which are quite unique. In similar vein, acquiring expertise on topics specific to Shari'ah-compliant businesses requires a thorough knowledge of matters ranging from financing to branding and, in a broader sense, creating an entrepreneurial framework suitable to the market. This book fills this gap by presenting high-quality and original case studies on Islamic finance, marketing and management from around the world. Equally valuable in business school classrooms and for c-suite strategists, it will help readers shape business strategies to tap into a billion-strong market."

        You can now buy the e-book from the Springer site for EUR 53.54.

        30 Jan 2019

        Special issue call for papers from The Bottom Line

        Calling for papers now on "Information, innovation and sustainability: The missing link?"

        This is a special issue call for papers from The Bottom Line. The journal is indexed on Scopus.


        Submissions can be conceptual or empirical (quantitative or qualitative) in nature. The main criterion for publication is that the submission has original value. Possible topics include, but are not limited to:

        • Link between innovation and sustainable consumption.
        • Environmental and sustainable claims in advertising.
        • Role of marketing communications in sustainable marketing.
        • Role of marketing communications in affecting innovation.
        • Emerging trends in sustainable marketing.
        • Challenges facing companies with regards to sustainable marketing.
        • How sustainable plans results innovation?
        • Using information in inspiring people to adopt specific sustainable behaviors.
        • Models of sustainable management

        Some important dates:

        Deadline: 30 January 2019  Now extended to 31st March 2019

        Reviews returned: 1st June 2019
        Revised papers submitted: 1st September 2019
        Final papers due: 1st December 2019
        Expected publication of special issue: Early 2020

        For more information visit the link below:

        First publication of 2019: Understanding New Religion-Compliant Product Adoption (NRCPA) in Islamic Markets

        Just found out that one of my papers, titled "Understanding New Religion-Compliant Product Adoption (NRCPA) in Islamic Markets"  has been published online by the Journal of Global Marketing.

        The authors of the paper were: Ali Homaid Al-hajla, Bang Nguyen, T C Melewar, Chanaka Jayawardhena, Ezlika Ghazali & Dilip S. Mutum .

        This study examines the relationships between religious beliefs, brand personality, and new religion-compliant product adoption (NRCPA) in Islamic markets. Findings confirm that religious consumers tend to behave in accordance with a society or group that follows the same beliefs, and that these consumers’ behavior and lifestyle are influenced by similar religious groups and social relationships. In addition, the more religious the consumer, the more likely they will adopt or favour/disfavour a new product in accordance with his/her religious beliefs. Finally, the three constructs–relative advantages, compatibility and complexity–are found to partially mediate the influential relationship between religious beliefs and new religion-compliant product adoption. International firms that target Muslim markets, with an aim to profit and fit in these markets, must take into account the Islamic values, standards and guidelines.

        Keywords: Religious beliefs, brand personality, new religion-compliant product adoption, Islamic branding, Muslim market

        There are 50 free online copies of their article. Use the link below to view and download the paper:

        1 Jan 2019

        Year end review post

        As the year 2018 draws to a close, I thought I should do a year end review.

        This has been a fantastic year:

        Two consultancies successfully completed.

        Joined the editorial team of International Journal of Islamic and Middle Eastern Finance and Management, as an Associate Editor.

        One book review published:

        Dilip S. Mutum and Bang Nguyen (2018). Book review: The future of Indian universities: comparative and international perspectives, Journal of Marketing for Higher Education, 28(1), 153-154.

        One edited book accepted for publication by Springer and coming out early 2019. This would be my 4th edited book:

        Management of Shari’ah Compliant Businesses - Case Studies on Creation of Sustainable Value.

        Six journal papers published:
        1. Ezlika Ghazali, Dilip Mutum and Mei Yuen Woon (2018). Exploring Player Behavior and Motivations to Continue Playing Pokémon GOInformation Technology & People.
        2. Butt, M.M., Yingchen, Y., Mohd-Any, A.A., Mutum, D.S., Ting, H. and Khong, K. W. (2018). Antecedents of consumer-based electronic retail brand equity: an integrated model, Asian Academy of Management Journal, 23(2),  69–99. 
        3. Ezlika M. Ghazali, Dilip S. Mutum and Nanang Ariswibowo (2018). Impact of Religious Values and Habit on an Extended Green Purchase Behaviour Model, International Journal of Consumer Studies, 42 (6), 639-654. 
        4. Ezlika Ghazali, Dilip S. Mutum, Chong Jiu Hui and Bang Nguyen (2018). Do Consumers Want Mobile Commerce? A Closer Look at M-Shopping and Technology Adoption in Malaysia Asia Pacific Journal of Marketing and Logistics,  30(4), 1064-1086.  
        5. Butt, M.; de-Run, E.; U-Din, A.; Mutum, D., (2018). Religious symbolism in Islamic financial service advertisements, Journal of Islamic Marketing  9(2), 384-401. 
        6. Mutum, D.S., Ghazali, E.M., Mohd-Any, A.A. and Nguyen, B. (2018). Avoidance of sponsored posts on consumer-generated content: a study of personal blogs, The Bottom Line, 31(1), 76-94.
        And finally two journal papers accepted for publication:

        Ezlika Ghazali, Dilip Mutum and Mei Yuen Woon (2019, forthcoming). Multiple Sequential Mediation in an Extended Uses and Gratifications Model of Augmented Reality Game Pokémon Go, Internet Research.

        Al-hajla, A.H., Nguyen, B., Melewar, T.C., Jayawardhena, C., Mutum, D.  and Ghazali, E. (2019, forthcoming). Understanding the adoption of new religion-compliant products (NRCP) in Islamic markets. Journal of Global Marketing.

        Wishing all visitors to my blog a very Happy, Prosperous and Healthy New Year, 2019.

        24 May 2018

        Vlog about the book The Halo Effect ...and the Eight Other Business Delusions that Deceive Managers

        Here is a video I made some time back. A review of the must read book -  The Halo Effect ...and the Eight Other Business Delusions that Deceive Managers by Phil Rosenzweig.