Big Dog Innovations is on a mission (MISSION M3B) to get each part of the MARKETING 3.0 BLUEPRINT (the ROADMAP to the new world of marketing) into the hands of elite marketing executives - worldwide - who are highly desirous of innovating their marketing models. FILE #5: "Harvard Business Review Got It Right – Rust, Moorman, & Bhalla on 'Rethinking Marketing'" provides "need to know" points (extracted from a Harvard Business Review article's "forecast come true") to help you and your organization to get into the "Marketing 3.0" mindset, prior to our delivery of subsequent content files on marketing strategy, implementation, management, and measurement in the "new world of marketing." To access and/or subscribe to all past and future content files in this series, visit http://www.bigdoginnovations.com/missionm3b " delivers a detailed explanation of the "change" that exists in the marketing world today - providing the clarity needed to progress your organization through the complete "Marketing 3.0" transformation. To access and/or subscribe to all past and future content files in this series, visit http://www.bigdoginnovations.com/missionm3b

1. MISSION M3B
Big Dog Innovations’ mission to get each part of the
MARKETING 3.0 BLUEPRINT (the ROADMAP to the new
world of marketing) into the hands of elite marketing
executives – WORLDWIDE – who are highly desirous
of INNOVATING their marketing models.
FILE #5
Harvard Business Review Got It Right
– Rust, Moorman, & Bhalla on
“Rethinking Marketing”
ACCESS AND/OR SUBSCRIBE TO ALL FILES IN THIS SERIES AT:
HTTP://WWW.BIGDOGINNOVATIONS.COM/MISSIONM3B

2. Credits
An article published in Harvard
Business Review - by Roland T.
Rust, Christine Moorman, &
Gaurav Bhalla - entitled
“Rethinking Marketing”

3. “Rethinking Marketing”
(Rust, Moorman, & Bhalla)
• An interesting read that
forecasted the shift in marketing
from a product or service-centric
business towards a customer-
centric business
• Where marketing is tasked with
making the customer (instead of
the product) the focal point

4. “Rethinking Marketing”
(Rust, Moorman, & Bhalla)
• References are made to areas
where technologies empower
organizations to increase
interactivity and dialogue
with the customer base
• And these same technologies can
be turned into message-
specific, follow-through
communications - different
messages for different interests

5. “Rethinking Marketing”
(Rust, Moorman, & Bhalla)
• Much of this increase in message
relevancy is the driving factor
towards increased returns on
investments and longer-term
customer loyalty
• And while the efforts to achieve
these new levels of returns will
take more effort up
front, ultimately the longer term
value is greater

6. “Rethinking Marketing”
(Rust, Moorman, & Bhalla)
• The article continues to
describe the shift in marketing
as it references increased
instances of CMO’s being either
replaced or augmented by CCO’s
(Chief Customer Officers)

7. “Rethinking Marketing”
(Rust, Moorman, & Bhalla)
• In order for the opportunities of
the “lifetime value of a
customer” to be realized, a
paradigm shift in
thinking, marketing
strategies, and communications
behaviors
must take place.
• This type of often disruptive
emphasis must be driven from the
top of the organization.

8. “Rethinking Marketing”
(Rust, Moorman, & Bhalla)
• Shifts in where customer data is managed
(usually within IT) towards marketing
departments with advancements in CRM
(customer relationship management)
capabilities are becoming more common.
• So too is what’s being measured as
organizations are putting more emphasis on
customer profitability vs. product
profitability (although this type of
measurement shift is a slow migration).

9. “Rethinking Marketing”
(Rust, Moorman, & Bhalla)
• There are multiple variables
relating to the successes that
organizations will
achieve, including but not limited
to:
– Company size
– Company type (such as B-2-B and B-2-C)
– And distributed sales models –
although, increasingly, corporations
are seeking ways to go “around the
channel” to communicate directly with
the customer

10. “Rethinking Marketing”
(Rust, Moorman, & Bhalla)
• To this well written forecaster of the shift
in marketing emphasis, we add several new
influences, including:
– the changes in and additions to available
media formats
– increased emphasis on new marketing practices
such as inbound marketing (particularly social
media marketing)
– and the ongoing attempts at continually moving
the corporation towards a “Marketing 3.0”
direction where dialogue and ongoing engagement
with customers becomes an accepted cultural
shift in organizational behavior

11. “Rethinking Marketing”
(Rust, Moorman, & Bhalla)
You can purchase the full
“Rethinking Marketing” article
PDF, from Harvard Business
Review, at:
http://bgdg.co/RethinkingMarketing
We believe it’s a worthwhile read!

12. To follow the
Marketing 3.0 Blueprint,
visit
www.BigDogInnovations.com/MissionM3B
where you can access and/or
subscribe to all of the past and
future content files in the
MISSION M3B series, published
within the ongoing
Marketing 3.0 Weekly blog.

13. The Big Dog Innovations Approach to the New World of Marketing – Marketing 3.0
Marketing Marketing
Strategy Infrastructure
Marketing
Implementation
Marketing Marketing
Communications Measurement
Logistics & Refinement
Achievements: Increased Conversion Rates. Lowered Costs of Acquisition.
Higher Levels of Customer Intimacy. Better Overall Insight Into Marketing Performance.

14. Contact us today for a discussion on what an
updated marketing plan – optimized for the
new world of “Marketing 3.0” – might look like
for your organization specifically.
Peter Winters
President
pwinters@bigdoginnovations.com
Jackie Crino
Chief Marketing 3.0 Officer
jcrino@bigdoginnovations.com
www.BigDogInnovations.com