Marketing as a Four-Letter Word

May 1, 2011

One of the easiest ways I have discovered to get people at either church or in the archives profession to leave a room is to mention theories of someone from the business field with respect. Forgetting, ignoring, or denying that business requires the study of people, their desires and their needs, and successful business requires finding ways to fulfill those desires and needs, most of the people I know in the church and archives (we’ll leave allied professions out for the moment) feel themselves above anything having to do with business. Want to see them really go nuts? Make the business subject marketing! (This is not the same thing as sales, by the way.)

I find this situation a bit sad, as the goal of good business is to connect a person or persons with what they need or desire, while the goal of a church or someone who seeks to provide records for a researcher is…. Well, I guess you get the picture. Profit, of course, is the motivation for this activity in business while there are a number of motivations in the other areas, but the actual goal is the same. So if a business is successful and a religion or profession is beginning or continuing to loose relevance among people, would it not be sensible to at least look at the methods of the business? Alas, that has been one of my heresies. Yet, I repent not.

Peter Drucker is one of my favorites. He was thought a kook at one point, but eventually became a sort of guru of management, winning many awards. He is often called the father of modern management. A prolific author, and I an avid reader, there is a place where our interests naturally cross and I have read quite a bit of his material. Although my explanation of who he is sends many of my colleagues across the room at a rabbit’s pace, he actually spent many of his business years in non-profits and much of his theory is targeted at managing one’s life, not just one’s business. He has been quoted often in my small essays and will likely appear here more and more. So if the thought of business mixed with archival management (Hey! Drucker is a “management” guru and “management” is part of what we archivists do! Maybe I’m on to something here!) turns you off, but you haven’t yet stopped reading, you may wish to. Or, as always, the comment section is available for rebuttal.

The Heretic

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