La maggior parte dei marketers scrive libri e articoli su come bisogna fare per questo o per quello (anche [mini]marketing.it non è totalmente 100% free -vedi la saga del cocomero o del distributore di benzina-)
Nonostante questo appartengo alla corrente di pensiero che non ama le to-do-list precotte, le teorie a lunga conservazione, il marketing surgelato pronto in padella.
Su Ageless Marketing, via Decent Marketing, uno dei miei blog preferiti (magari un giorno mi farà scrivere la traduzione italiana) finalmente -vorrei urlare- leggo:
Most articles on marketing are prescriptive. They tell you what you should do and generally avoid theory and principles (although opinions are often presented as principles). Nearly every book on marketing does the same.
…e la maggior parte dei lettori per comodità e rapidità preferisce leggere direttamente di come fare anzichè interrogarsi sui perchè, sulle cause, sul contesto reale
People generally are more quickly engaged by descriptions of “what� than by explanations of “why.� But if you know and understand the why’s, the what’s often become self-evident. This leads to action based on principles as compared with action based on prescriptions.
…ma le soluzioni che hanno funzionato in passato, non è detto funzionino ora, se le circostanze si sono immunizzate…
The utility of prescriptions is limited by the fact that they are case-specific. They guide you in solving a problem the same way similar problems were solved in the past. However, today’s problem may look like yesterday’s problem, but may have arisen in circumstances so different as to make it immune to yesterday’s solution.
[...]
But these are times when prescriptive approaches to solving marketing problems are especially dangerous. They are dangerous because both the scale and speed of changing conditions demand instant, often intuitive responses that override what worked in the past that became memorialized as prescription for action.
Questo invece il commento finale dell’autrice:
While it’s easy to search for the case studies and the marketing books featuring “how-to” guides, I think it leads us to miss the important work of understanding the real world and real people. I don’t know about you, but I don’t have a doctorate in Marketing Health, so I can’t write you a prescription.
I luv this girl. Mi ha ricordato quando ri-scrissi il famoso postulato di Persig sul libro di marketing all’università :
Il numero diipotesiricette razionali (di marketing) che possono spiegare un qualsiasi fenomeno (di business) e’ infinito.
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