Managing Marketing with God

Marketers are in extremely visible positions in most firms and are usually a significant part of an organization. As a marketing manager, the role can be daunting at times. The position of management indicates an advanced level of leadership and is a position of strategy and be viewed objectively understanding that decisions be highly inclusive. In the book of Joshua, the 1st chapter and the 9th verse, God instructs Joshua as the new leader of the Israelites that he is now in a strategic position: the responsibility of leading his nation rests with him (The Holy Bible, 2010). He is in this position of authority because of his relationship with the one we call God. He has the attributes of strength, determination, and fearlessness and understands he is not alone in this endeavor. He accepts that he has the inner power and fortitude to succeed and to successfully bring his nation into the land that God has promised. This ideology transfers into the business arena as leaders must be assured and confident that they possess the necessary tools to obtain the desired objectives. These tools are the ability to capitalize on marketing relationships, secure the support of peers, use multiple marketing tools, and focus on the end result: taking the company to the promised land.

Moses, the former leader of the Israelites is ushered into Heaven with God. Joshua, his former assistant is now the leader. He is in charge and taking direction from God. This is indicated in verse 9 when God asks the rhetorical question “Have not I commanded thee?” In essence, God is saying that since you are moving forward at my command, I have authorized you and you are equipped with whatever you need to accomplish what I have given you to do. In order for a project to be completed, those involved in the implementation process have proven they have the skills and ability to finish the assigned task. When God instructs Joshua to be strong he prepared him to assume the responsibilities of managing a nation; marketing management professionals are assuming the responsibilities their position because they are equipped and authorized to do so.

Joshua’s confidence is strong because he believes in his ability. While assisting Moses for a lengthy period, he was exposed to the interworking of leadership. Kolter and Keller in the preface of Marketing Management introduce the term holistic marketing which is “the development, design, and implementation of marketing programs” (Keller, 2012, p. xvii). God developed Joshua’s character and planned that he would be the next leader. After Moses’ death, the implementation of Joshua’s leadership came to fruition. The strength and determination that Joshua has can be translated into character development. The strength spoken of here is not physical, but mental and emotional and are powerful attributes of self-assurance.

Finally, God instructs Joshua not to be afraid or be discouraged; moreover, God informs Joshua that he has his support. Twenty-first-century marketing has extended beyond the marketing departments of the nineteenth century. Gone is the ability to mass market using one or two media. Today’s marketing methods are highly consumer-focused; furthermore, the messaging outlets have multiplied which means decisions are far-reaching and must be knowledge-based (Keller, 2012). The discipline of fearlessness and empowerment in people are assets and will assist in raising confidence levels and thereby producing better decisions. Moreover, as God assures Joshua of his support, this is characteristic of the support that marketers give in their efforts to support the ultimate goals of a business.

God’s directive to Joshua was a spiritual one and based on a holy covenant and promise. While the function of marketing management is not spiritually based it can take on the ideology of God’s instructions of development, encouragement, strength, and support.

References

Keller, P. K. (2012). Marketing Management. Upper Saddle River: Prentice-Hall.

The Holy Bible. (2010). Peabody: Hendrickson Marketing.