• 00 +44 07549 153391

The trouble with “Marketing” is?

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…?

Comments (7)

Philip says:
November 1, 2015 at 10:19 am Reply

Cheryl Anne, The Vanilla Pod (VP TV), marketing boutique, UK:
Great blog! Thanks for sharing!

Philip says:
October 20, 2015 at 2:50 pm Reply

Dean Stonehouse BOQ Home Loans, Perth, Australia:
I agree with the one-liner that “Marketing is everything you do to attract people to your goods and services”. It’s a simple definition of what marketing is.

Philip says:
October 20, 2015 at 2:47 pm Reply

Adam Brenner, Managing Director at NPS Newcastle, Design Print Web, Newcastle upon Tyne:
It’s a good question to pose Philip and one that gets asked a lot. What’s the difference between marketing and PR, what’s the difference between sales and marketing (that one is a pet hate!). I have always said ‘marketing is about creating desire’. So, broadly speaking my view is on a par with yours

Philip says:
October 20, 2015 at 2:45 pm Reply

Brian Austen, Business Development & Support to Pharmacists, Elloughton, E Riding of Yorkshire:
This is what my perception of Marketing is: Promoting a company, it’s team, services and products to create new business relationships, contracts and sales resulting in increased profitability.

Philip says:
October 20, 2015 at 2:44 pm Reply

Ashley Hurst, Property Photographer at Ashley Hurst Blackpool Property Photographer
Marketing is what you do when all the good sales people have left?

Philip says:
October 20, 2015 at 2:36 pm Reply

Jo Huey, arena4finance, Bournemouth:
the trouble with Marketing is…It’s overwhelming with no easy place to start

Philip says:
October 20, 2015 at 2:37 pm Reply

If you weren’t so far away, Jo, I’d invite you to attend my Ready… steady… GO MARKETING! seminar in Bradford January 19, 2016 @ 12:30 pm – 4:00 pm. It’s especially designed for Managers with little or no background or training in Marketing techniques.

Have your say!

Contact us

If you fill in the form below we will get in touch

Your Name

Your Email

Your Telephone

Your Message

%d bloggers like this: