The Marketing Muddle
July 24, 2012
Whenever I conduct a marketing training event, I enjoy asking the question: “What is marketing?”
After a short pause while participants collect their thoughts, the responses begin.
Invariably advertising, promotion and sales are among the first answers. The come terms like networking, direct contact, referrals, and keeping in touch. Internet-savvy participants offer up website, email, blog and social media.
A little prodding helps generate concepts like research and communications.
My pleasure comes when I advise the group that all of the answers are correct…but they all are also wrong.
All of the responses are correct in that each is an element of marketing.
However, they are all wrong because marketing is more than the sum of its parts.
As a planned activity, marketing was initially developed to help dairy farmers sell more cheese.
Since then it has become the tool of choice for virtually everyone from the neighbor staging a yard sale to the world’s largest business and non-business organizations.
Along with the information explosion generated by computer and Internet technology, there has also been what might be called the marketing muddle.
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