MKTG 3rd Canadian Edition by Charles W. Lamb
By: Charles W. Lamb
Print ISBN: 9780176530914, 0176530916
eText ISBN: 9780176715694, 017671569X
WHAT IS MARKETING?
Marketing is a word that elicits much opinion and discussion. It is often defined by
what it is not rather than by what it actually is. Marketing is one of the most misused
words in business today. It is often reduced to a few words that are attached
to the activities of marketing: sales, advertising, and promotion.
Sometimes marketing is seemingly written off entirely: “Marketing is dead.”
Kevin Roberts, CEO of Saatchi & Saatchi (top advertising agency)2
Could this be true? Do we not need to worry about marketing anymore? Far
from it. Without marketing, there is no customer. Most departments in a firmwhether
accounting or finance or operations are internally focused on achieving
goals related to their functional area. Marketing’s sole focus is on the customer and
understanding what makes them tick. Without marketing to identify a customer to
create revenues and profit, there is no need for an accounting department or manufacturing
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