What is Marketing?

That is a question I’ve recently been asking myself a lot lately. Seeing the words Marketing, Communications and Branding used as if they are all the same makes me go Tjongolongo, so I decided to write down my own definitions. First up: ‘What is Marketing’

what isYou only have to Google the word marketing and you’ll quickly learn all about the 4 P’s (Product, Promotion, Price and Placement). Many (huge) books have been written on the subject explaining every little marketing bit in detail.

One of the most well-known definition of marketing is by Kotler:
“Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”

Me, personally,  I like to keep things short. To me, marketing is:

“Do the research to say the right thing to the right person.”

Marketing to me is all about the customers. In order to reach your customer (or client), you will need to research your product to see in which market it belongs and research your market to see which customer is in it. Based on that information you can write down a marketing strategy to say the right thing to the right person.

In a nutshell, that’s what Marketing is to me. If you’re looking for a long definition of marketing, check out the MarketingProfs website, they have a lot of useful marketing information.

This ‘What is’ article is the first in a short series of articles. Next week: ‘What is Communication?’

What is your definition of Marketing?