Marketing and the art of gardening

Marketers must balance immediate needs with long-term growth, much like a gardener managing annual and perennial plants. This requires patience and consistent care, as long-term success often demands time and effort. Additionally, marketers need to adapt to changes in the environment, maintaining a holistic view of their brand and cultivating resilience to face market challenges. To convince corporate executives of the importance of balancing short-term results with long-term growth, the gardening metaphor can be useful, emphasizing the value of a solid foundation, sustainable practices, and a long-term vision to ensure business resilience. Furthermore, linking long-term growth strategy to the CEO's vision for the company helps personalize the message and adopt a more persuasive approach. In this podcast, Walter Susini, Professor of Practice in Marketing at SDA Bocconi School of Management, proposes the metaphor of the gardener as a guide to interpreting the marketer's role.

You can listen to Marketing and the art of gardening online on Radio and Podcast. Open the player on this page to stream the available audio.

Marketing and the art of gardening is an episode from SDA Bocconi Insight by Davide Panza.

This episode is 12:09 long.

This episode was published on Jun 21, 2024.

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