Revolutionizing Marketing: A Conversation with Dr. V. Kumar, Marketing Professor at St. John’s University in New York City and CEO of IMC Institute In a recent interview, we had the privilege of discussing groundbreaking marketing strategies with Dr. V. Kumar, a distinguished academic at St. John’s University and the driving force behind IMC Institute.

The marketing landscape has undergone significant transformations over the years, evolving from a peripheral function to a central driver of business success. In a seminal article published in 1960 by Robert Keith, a Pillsbury executive, titled “The Marketing Revolution,” the shift in marketing philosophy was highlighted. Keith emphasized the importance of placing the customer at the core of business operations, heralding a new era where companies revolve around customer needs and desires.

This transformation in marketing philosophy was further reinforced by thought leaders like Professor Theodore Levitt, who stressed the necessity for companies to focus on understanding and fulfilling customer needs rather than solely relying on product longevity. These early insights laid the foundation for a strategic shift in marketing from a mere promotional tool to a critical business function.

However, despite initial progress, the role of marketing has seen fluctuations over time, with many organizations reverting to viewing it primarily as an advertising and promotion department. Professor V Kumar, a leading marketing scholar, advocates for a paradigm shift towards “transformative marketing,” where customers are placed at the center of organizational strategies. This approach entails anticipating and meeting customer needs proactively, rather than focusing solely on pushing products to market.

In a recent interview, Professor Kumar discussed the evolution of marketing accountability over the past few decades. He highlighted the transition from traditional advertising to digital marketing, where advancements in technology have enabled personalized and targeted communication with customers. The rise of data-driven marketing has allowed for greater precision in measuring the impact of marketing efforts, leading to a more strategic allocation of resources.

Moreover, Professor Kumar emphasized the importance of integrating analytics and AI technologies into marketing practices to enhance decision-making and optimize customer engagement. Companies are increasingly recognizing the value of marketing expertise and are offering fractional roles to marketing academics with analytics skills, underscoring the growing significance of marketing in driving business outcomes.

Despite the challenges of perception within organizations, where marketing is often viewed narrowly as the advertising department, there is a growing recognition of the need to align marketing strategies with corporate vision and overall business objectives. Modernizing the mission, model, and remit of marketing to encompass a more strategic and customer-centric approach is essential for organizations to thrive in today’s competitive landscape.

In conclusion, the evolution of marketing from a transactional function to a transformative force underscores the critical role it plays in shaping business success. By embracing customer-centric strategies, leveraging data-driven insights, and harnessing technological advancements, organizations can position marketing as a key driver of growth and innovation in the digital age.