"Marketing's going bad." Philip Kotler himself is the one who makes this observation*, recalling that "75% of new products, services or business start-ups are doomed to failure" because of manifest errors in marketing strategy. Matt Haig has compiled a tasty compilation of it in his book 100 big flops of the big brands (Dunod, 2011). An example? Coca Cola launches its New Coke after millions of dollars invested in research, both on consumer expectations and better price/distribution positioning. For a catastrophic result - the product disappears in three months.
But Coca Cola is far from being an isolated case. The frequency and variety of failures are so numerous, from failed launches to disappointing campaigns, that the expression "it's marketing" has taken on a pejorative connotation - it's false, it's artificial. This situation can only be explained by a failure of the model traditionally used to design these strategies.
Why? The traditional marketing model was created at a time when we were convinced that the behaviour of decision-makers or consumers could be modelled, that they were as predictable as the calculation of a trajectory. Given what my market research has revealed to me about the behaviour of my targets, if I sell my product A at such a price via such a network, I will make such a turnover.
* The 10 Deadly Sins in Marketing, Maxima Publishing, 2007.