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Why marketing is so important

Marco Bertini talks about Marketing and how the principle of 'knowing your customer' applies to all professions.

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The latest in a series of London Business School podcasts featuring members of faculty is now online. Marco Bertini, Assistant Professor of Marketing, talks about Marketing and how the principle of ‘knowing your customer’ applies to all professions.

Bertini begins the podcast by explaining why marketing is so important. He comments that marketing, just like the basic fundamentals in accounting and finance, is one of the core disciplines that students should learn about before entering the workforce.

“Marketing is very relevant for all students as the principle of knowing who your customer is and pleasing them is important whatever field you work in – be it accounting, finance, consulting or marketing,” Bertini says.

‘Knowing you customer’ is the golden rule of Marketing. Bertini says that although this sounds intuitive, it is doesn’t actually come that easily to companies. “Companies need to explain the benefits of their products to their customers and the right marketing tools can help to increase the success of products,” Bertini says.

Bertini elaborates on London Business School’s unique first year marketing course where students get the opportunity to compete against each other with practical case studies after learning the theory.

He believes that the course provides students with the excitement and incentive to go on and do more study in Marketing which is available at the School.

Listen to this podcast to hear more about Marco Bertini’s insights into Marketing and the core course taught at London Business School.

Created: Monday 21 January 2008

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