Spent some time on the pre-course recommendations today (as going on holiday next week to the non Wi-Fi friendly wilds of northern France, yay!). Made some notes and thought this would be the best place for them!
Main Takeaway: Marketing can’t be explained in just one single definition. Crosier groups the different definitions in three groups: 1 as a process, 2 as a philosophy of business, 3 as an orientation.
My Favourite Definitions:
- How a business is seen from the customer’s point of view (Peter Drucker, The Practice of Management, 1954)
- “Marketing is the set of human activities directed at facilitating and consummating exchanges” (Kotler Marketing Management 1972)
- “The function of marketing is the establishment of contact” (Cherington, The Elements of Marketing, 1920)
My Definition of Marketing (Digital or otherwise):
From reaching new ones to maintaining contact with existing ones, marketing facilitates a relationship between a brand and a customer.