Marketing by Definition?

Ask anyone’s opinion on what they think marketing is, and you’ll get any number of answers.

Many times I’ve seen postings for jobs claiming that they needed a “Marketing Manager.” After speaking with the companies conducting the search, I would then clarify, “So, what you’re really looking for is a sales representative. Right?” To which I would usually get the response, “Well, I guess. But sales IS marketing. Right?” This response, for some reason, always infuriates me. I want to shout, “NO, IT CERTAINLY IS NOT!” But then I have to ask myself, why does that upset me?

To a certain extent, isn’t that the great thing about marketing? That it has such a broad definition and is interpreted so differently by so many people? Isn’t that the true definition of creativity, which is a component of marketing? Creativity is defined as “the ability to transcend traditional ideas, rules, patterns, relationships, or the like.”

Instead of getting frustrated and trying to put a specific definition on marketing, we should use this broad perception to our advantage as marketers. Marketing can be many things to many people who are looking for solutions. So call it what you want, but as long as we provide the right solutions that get the desired results, let’s just agree to call it “good stuff!”

Kelly Carper

Labels: marketing, website marketing