I had written yesterday about the fact that marketing managers must begin to work like product design managers.
Kotler's tips on marketing success seems to be suggesting a similar thing. I quite liked the example of America's best selling imported beer. It's Corona. He cites this as an example of identifying your target and reaching them without coming on the radar. He talks about the fact that marketing is about being customer-centred and not product-centred. And finally, he is talking of designing the experience. He says, marketing "... is in the experience design business". A great quote for marketing's future.
In fact, this article made me think of a term " Interaction Campaigns" for brands. We need to design interaction campaigns not just communication campaigns for brands!