The trouble with “Marketing” is that there are seemingly as many definitions of what marketing is and what it does as there are marketing professionals.
Authors of “how to do marketing” books seem to come up with a new definition with every new book and article published. So, the definition of marketing appears to be constantly shifting and changing.
It seems that there is no simple, single, easily understood and commonly agreed definition of what marketing is or what it does. Which is why I always ask my prospects, early on: What do YOU mean by ‘marketing’? To some managers it’s a snazzy new brochure, to others it’s a major high profile sponsorship, or product development, or packaging design, or direct mail, or advertising, or…
Their answer will tell me if we can help them or not.
The Chartered Institute of Marketing defines Marketing as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.
Which is ok, in a dictionary definition sense, and probably makes more sense to students of marketing, but it isn’t much of a grasp-at-a-glance one-liner that “everybody” can immediately understand.
Without a grasp-at-a-glance definition of what marketing is or what it does, how can we expect managers with some responsibility for marketing but with no proper knowledge or training in marketing to apply it effectively and profitably to their own organisation?
The view from Naked Towers that we offer clients and prospects that seems to make most sense for them is:
“Marketing is everything you do to attract people to your goods and services”.
Unless someone can come up with a better one-liner…?