Inbound Marketing: Blue Ocean Strategy

Inbound Marketing: Blue Ocean Strategy

by W. Chan Kim
and Renée Mauborgne

If ever there was a use for a business book, Blue Ocean Strategy is it. Based on research, years of business case studies and all the smarts people could need, this take on marketing is exactly what Inbound Marketing has in mind.

Blue Ocean is a term used to explain the creation of your own market - no competitors, no 'crushing-conforming or else' industry standards, no manipulation of your customers. You're on your own so real value is the game. If you're not on, there's nowhere to hide.

Not Your Father's Marketing

Tina Crouse, Strategist                 

Agreed: Not Your Father's Marketing

In a new article by Prof. D. Steven White of the University of Massachusetts, Its-not-your-fathers-marketing- he talks about the huge gap between what is being taught as marketing in the universities and the experience of businesses on the ground. Anyone trying to capture people's attention today knows this gap is wide. Additionally, the young marketers graduating from university are wondering what they paid for because Inbound Marketing is completely absent from the curriculum and yet, that's exactly the way most youth purchase today - through recommendations and referrals and whatever they could find on the web; not what we pushed at them.