Do You Understand Marketing?

Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.

Extract from article by Dr. Philip Kotler

Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.  Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.

Marketing is often performed by a department within the organization. This is both good and bad. It’s good because it unites a group of trained people who focus on the marketing task. It’s bad because marketing activities should not be carried out in a single department but they should be manifest in all the activities of the organization.

The most important concepts in marketing are: segmentation, targeting, positioning, needs, wants, demand, offerings, brands, value and satisfaction, exchange, transactions, relationships and networks, marketing channels, supply chain, competition, the marketing environment, and marketing programs.  These terms make up the working vocabulary of the marketing professional.

Marketing’s key processes are: (1) opportunity identification, (2) new product development, (3) customer attraction, (4) customer retention and loyalty building, and (5) order fulfillment.  A company that handles all of these processes well will normally enjoy success.  But when a company fails at any one of these processes, it will not survive.

CEOs tend to see marketing as a department that comes into play after the product has been made and the remaining job is to sell it.  We argue instead that marketing must be seen as setting the strategic direction for the firm.  Peter Drucker stated it well over thirty years ago:  “A company has only two basic functions: innovation and marketing.”

Have a Request?

If you have information or offering requests that you would like to ask us about, please let us know and we will make our response to you a priority.

ComplexDiscovery is an online publication that highlights data and legal discovery insight and intelligence ranging from original research to aggregated news for use by business, information technology, and legal professionals. The highly targeted publication seeks to increase the collective understanding of readers regarding data and legal discovery information and issues and to provide an objective resource for considering trends, technologies, and services related to electronically stored information.

ComplexDiscovery OÜ is a technology marketing firm providing strategic planning and tactical execution expertise in support of data and legal discovery organizations. Registered as a private limited company in the European Union country of Estonia, one of the most digitally advanced countries in the world, ComplexDiscovery OÜ operates virtually worldwide to deliver marketing consulting and services.

Business as Unusual? Eighteen Observations on eDiscovery Business Confidence in the Summer of 2020

The results of the recent Summer 2020 eDiscovery Business Confidence Survey present the unfortunate and continuing impact of COVID-19 on the business of eDiscovery. However, for these pandemic-driven results to be fully understood, they should be viewed through the contextual lens of the results of all nineteen surveys that have been administered to eDiscovery professionals since the inception of the eDiscovery Business Confidence Survey in early 2016.



Check Out the Observations Now!

Interested in Contributing?

ComplexDiscovery combines original industry research with curated expert articles to create an informational resource that helps legal, business, and information technology professionals better understand the business and practice of data discovery and legal discovery.

All contributions are invested to support the development and distribution of ComplexDiscovery content. Contributors can make as many article contributions as they like, but will not be asked to register and pay until their contribution reaches $5.

Five Great Reads on eDiscovery for September 2020

From cloud forensics and cyber defense to social media and surveys,...

Time for a Change? FTC Proposes Changes to HSR Act Premerger Notification Rules

The Federal Trade Commission, with the support of the Department of...

An eDiscovery Holiday Season Down Under? Macquarie Prepares Nuix for IPO

According to John Beveridge, writing for Small Caps, Macquarie holds a...

Collaborative Cyber Defense: The U.S. Army and Estonia Sign Historic Agreement

“Estonia is a cyber country of excellence with a robust cyber...

A Running List: Top 100+ eDiscovery Providers

Based on a compilation of research from analyst firms and industry...

The eDisclosure Systems Buyers Guide – 2020 Edition (Andrew Haslam)

Authored by industry expert Andrew Haslam, the eDisclosure Buyers Guide continues...

The Race to the Starting Line? Recent Secure Remote Review Announcements

Not all secure remote review offerings are equal as the apparent...

Enabling Remote eDiscovery? A Snapshot of DaaS

Desktop as a Service (DaaS) providers are becoming important contributors to...

Home or Away? New eDiscovery Collection Market Sizing and Pricing Considerations

One of the key home (onsite) or away (remote) decisions that...

Revisions and Decisions? New Considerations for eDiscovery Secure Remote Reviews

One of the key revision and decision areas that business, legal,...

A Macro Look at Past and Projected eDiscovery Market Size from 2012 to 2024

From a macro look at past estimations of eDiscovery market size...

An eDiscovery Market Size Mashup: 2019-2024 Worldwide Software and Services Overview

While the Compound Annual Growth Rate (CAGR) for worldwide eDiscovery software...

Festive or Restive? The Fall 2020 eDiscovery Business Confidence Survey

Since January 2016, 2,189 individual responses to nineteen quarterly eDiscovery Business...

Casting a Wider Net? Predictive Coding Technologies and Protocols Survey – Fall 2020 Results

The Predictive Coding Technologies and Protocols Survey is a non-scientific semi-annual...

Business as Unusual? Eighteen Observations on eDiscovery Business Confidence in the Summer of 2020

Based on the aggregate results of nineteen past eDiscovery Business Confidence...

A Growing Concern? Budgetary Constraints and the Business of eDiscovery

In the summer of 2020, 56% of respondents viewed budgetary constraints...

An eDiscovery Holiday Season Down Under? Macquarie Prepares Nuix for IPO

According to John Beveridge, writing for Small Caps, Macquarie holds a...

ayfie to Acquire Haive

According to Johannes Stiehler, CEO of ayfie Group AS, “This acquisition...

Innovative Discovery and Integro Merge

“Integro and Innovative Discovery’s services and solutions are highly complementary. Our...

Software Growth Partners Makes Majority Investment in Venio Systems

According to the press announcement, industry analysts have enthusiastically supported this...

Five Great Reads on eDiscovery for September 2020

From cloud forensics and cyber defense to social media and surveys,...

Five Great Reads on eDiscovery for August 2020

From predictive coding and artificial intelligence to antitrust investigations and malware,...

Five Great Reads on eDiscovery for July 2020

From business confidence and operational metrics to data protection and privacy...

Five Great Reads on eDiscovery for June 2020

From collection market size updates to cloud outsourcing guidelines, the June...