The Shift That Will Change Marketing Forever
The marketing industry is at evolutionary crossroads. It’s a time of reckoning, an inflection point perhaps. Call it want you want, a shift is finally starting to occur.
There are multiple definitions of marketing. Just Google it. You’ll spend the next 2 weeks reading. Probably the best single-source destination is nearly a decade old, from Heidi Cohen and her “72 Marketing Definitions”.
The short summary is that while yes, some definitions contradict others, the most commonly accepted understanding is perhaps best summed by Dr Philip Kotler who defines marketing as:
The science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit. Marketing identifies unfulfilled needs and desires. It defines, measures and quantifies the size of the identified market and the profit potential. It pinpoints which segments the company is capable of serving best and it designs and promotes the appropriate products and services.
As a consequence, most businesses focus almost exclusively, on acquisition.
Does that meet the intent of the wider definition? I’ll let you decide.
