Pre-course Reading: Part 3 What is Digital Marketing?


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! 

What is Digital Marketing?

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.


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