Marketing as a Linear Process


How often have you undertaken a marketing activity and followed a linear process?

Many of the marketing concepts we use today are linear processes.

The marketing research process: Definition of the research problem, objective setting, research design, data collection, data analysis and presentation of research findings. Step-by-step, you continue with the process right through to completion. 

Elements of academic research are often illustrated as a linear process: Select a broad research topic, narrow topic, research focus and research questions.

In reality, when applying marketing concepts, the outcome rarely follows a linear process.

You’ve analysed your data, but not fully addressed your marketing objectives. This calls for revisiting the data collection stage of the process, or possibly rethinking your marketing objectives.

When applying a marketing concept, take a critical approach. Is there another way of illustrating the marketing planning process? How do environmental factors influence the marketing planning process? Will each stage of the marketing research process be adapted if undertaking cross-cultural research?

Another way of looking at a linear marketing concept is from a network perspective. How do objectives connect with data collection? What is the network of relationships of those stakeholders engaged in the marketing project?

It’s straightforward enough to follow a linear marketing concept. But in reality, consider adapting and/or taking a network view as to how these concepts will be apply.