Marketing is a process, not an event. This concept creates confusion, especially among doctors and medical device sales representatives.

With this site, Make Marketing Easy, my aim is to work towards answering the beautiful question, “How might I make marketing easy for doctors?” On this page, you will find the roadmap to how I think about the question, “What is marketing?”, resources for you to learn concepts, and tools to help make you make marketing easy.

In essence, this page is an evolving resource for you so stop back often to see what’s new. Much of what you will find on this page is a guide to go deeper within to access tools and resources that help you.

Why Marketing?

There are two primary influencers on how I think about marketing; Dr. Philip Kotler of Northwestern University and Peter Drucker. To those of you who know about Kotler, this may make sense to you. Drucker, perhaps not so much.

Dr. Kotler is a Professor that never taught me in a class because I went to the University of Minnesota and studied biochemistry and he taught at Northwestern University in Chicago. Still, for me, Kotler’s “Marketing Management” textbook remains the gold-standard in teaching marketing principles.

Because I was a Biochemistry major in college, I never used this book for a class. Instead, I bought it, studied it, and learned from it because I was thirsty for the information I knew it contained.

Mr. Drucker, on the other hand, is not typically thought of as a “Marketing Guy.” But he is to me because I have learned so much about process and management from studying his work and that is what drives marketing.

Marketing must have discipline and process to allow the creative portion to take flight. Drucker once wrote, “It is the goal of marketing to make selling superfluous.”

Drucker certainly understands that selling is a channel of marketing and still he wrote that statement. I believe this is because he espouses doing the work of asking the right questions about your business, understanding your customers desires, and seeking to serve their needs as the proven path to make what most people think of as selling unnecessary.

Can you really make marketing easy?

Yes. And no. It’s a bit of teaser statement for sure. What’s also true, though, is you can make marketing easy if you’re willing to do the work. I really can be that simple. A lot of people think that marketing is reserved for the creative types. Not true. They can be good, don’t get me wrong, but I know a lot of “process people” who don’t think they’re good at marketing but have helped me a great deal in learning the craft.

Defining Marketing For the 21st Century

The Importance of Marketing

The Scope of Marketing

Core Marketing Concepts

The New Marketing Realities

Company Orientation Toward the Marketplace

The New Four P’s

Marketing Management Tasks

Developing Marketing Strategies and Plans

Marketing and Customer Value

Corporate and Division Strategic Planning

Business Unit Strategic Planning

Product Planning: The Nature and Contents of a Marketing Plan

Collecting Information and Forecasting Demand

Components of a Modern Marketing Information System

Internal Records

Marketing Intelligence

Analyzing the Macroenvironment

Forecasting and Demand Measurement

Conducting Marketing Research

The Marketing Research System

The Marketing Research Process

Measuring Marketing Productivity

Creating Long-Term Loyalty Relationships

Building Customer Value, Satisfaction, and Loyalty

Maximizing Customer lifetime Value

Cultivating Customer Relationships

Customer Databases and Database Management

Analyzing Consumer Markets

What Influences Customer Behavior?

Key Psychological Processes

The Buying Decision Process: The Five-Stage Model

Behavioral Decision Theory and Behavioral Economics

Analyzing Business Markets

What is Organizational Buying?

Participants in the Business Buying Process

The Purchasing/Procurement Process

Stages in the Buying Process

Managing B2B Customer Relationships

Institutional and Government Markets

Identifying Market Segments and Targets

Bases for Segmenting Customer Markets

Bases for Segmenting Business Markets

Market Targeting

Creating Brand Equity

What is Brand Equity?

Building Brand Equity

Managing Brand Equity

Devising a Branding Strategy

Customer Equity

Crafting the Brand Positioning

Developing and Establishing a Brand Positioning

Differentiation Strategies

Positioning and Branding a small business

Competitive Dynamics

Competitive Strategies for Market Leaders

Other Competitive Strategies

Product Life-Cycle Marketing Strategies

Marketing in an Economic Downturn

Setting the Product Strategy

Product Characteristics and Classifications

Product and Services Differentiation


Product and Brand Relationships

Packaging, Labeling, Warranties, and Guarantees

Designing and Managing Services

The Nature of Services

The New Services Realities

Achieving Excellence in Services Marketing

Managing Service Quality

Managing Product-Support Services

Developing Pricing Strategies and Programs

Understanding Pricing

Setting the Price

Adapting the Price

Initiating and Responding to Price Changes

Designing and Managing Integrated Marketing Channels

Marketing Channels and Value Networks

The Role of Marketing Channels

Channel-Design Decisions

Channel-Management Decisions

Channel Integrations and Systems

Conflict, Cooperation, and Competition

Designing and Managing Integrated Marketing Communications

The Role of Marketing Communications

Developing Effective Communications

Deciding on the Marketing Communications mix

Managing the Integrated Marketing Communications Process

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Developing and Managing and Advertising Program

Deciding on Media and Measuring Effectiveness

Sales Promotion

Events and Experience

Public Relations

Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling

Direct Marketing

Interactive Marketing

Word of Mouth

Designing the Sales Force

Managing the Sales Force

Principles of Personal Selling

Introducing New Market Offerings

New-Product Options

Challenges in New Product Development

Organizational Arrangement

Managing the Development Process – Ideas

Managing the Development Process: Concept to Strategy

Managing the Development Process: Development to Commercialization

The Consumer Adoption Process

Managing a Holistic Marketing Organization for the Long Run

Trends in Marketing Practices

Internal Marketing

Marketing Implementation and Control