The assigned article, written by Denise Lee Yohn, who specializes in brand leadership, is dedicated to the role of marketing in the functioning of a company. The critical purpose of the author is to explain why marketing matters in the modern world and should not be neglected by the companies that want to succeed. Yohn (2019) also develops the idea that marketing is closely related to innovation. The present paper contains the analysis of the article Marketing Matters Now More Than Ever.
The article’s key takeaway is that marketing is not just about advertising, “customer acquisition and retention” (Yohn, 2019, para. 14). This misunderstanding of the concept of marketing appeared due to such means used to target the audience as emails and content. Instead, the critical role of marketing activities is to define the target audience and deliver information on the new product to it, explaining to people why they want to buy the newly produced goods. In the epoch of innovation, marketing is of particular significance because it helps the audience to accept a product. Besides, the comparison of successful Amazon Kindle and failed Sony Reader, provided by Yohn (2019), illustrates that nowadays, there is no sense in ignoring the role of marketing.
To conclude, in Marketing Matters Now More Than Ever, Yohn (2019) promotes the idea that marketing is essential for any modern company. From the article, it could be inferred that if a company wants to introduce an innovation in the conditions of extremely high competitiveness, it has no other choice but to invest in marketing heavily. Most importantly, marketing is not only about the promotion of a product. It is about establishing the dialogue with the target audience on which a company’s profitability depends heavily.
Reference
Yohn, D. L. (2019).Marketing Matters Now More Than Ever. Forbes. Web.