A Thing or Two About Marketing
Posted on | May 12, 2009
- Image by tomazstolfa via Flickr
Today, I read an interesting post about what marketing is supposed to be and how IT/software companies do not understand the role of marketing or underestimate it. I don’t know what is going on in all companies Matjaž talked to, but I can write a line or two about how I see the matter.
But first, let’s look at a couple of definitions:
- Philip Kotler (a marketing legend) defines marketing as ”satisfying needs and wants through an exchange process”
- The American Marketing Association Board defines marketing as ”Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.“
From this definitions one can conclude that marketing comprehends a series of activities in various processes, therefore can not be easily encapsulated in a single role.
My view is that marketing must be present in all activities within a company and should be part of the basic set of skills of every modern worker / entrepreneur / manager (or any other role for that matter). When a set of marketing activities is already incorporated in to the daily work and business processes in a company, the need for persons that address only marketing activities (and just that) declines, specially in small or medium companies where one needs to cover several roles. Sales and marketing communications are just a small drop in the ocean of marketing, but are most exposed and most recognized.
My humble opinion is that if you a company wants to be market oriented and successful it needs to have a culture that is ready for such a challenge and that every person in that organization needs to be market oriented and be part of the marketing processes, even if it is not perceived or called marketing.
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