I like to think of marketing as an art form or sort of magic trick that
takes a product or service and adds some intangibles like partnerships,
advertising, promotions, public relations, and gets the message out to
consumers who need it, want it, and hopefully buy it. A great marketing
campaign can take an unheard of brand and turn it
around into a hot,
sought-after product or service.According to Philip Kotler, author of the book "A Framework for Marketing," good marketing is both
an art and a science and it helps if your marketing staff is balanced between left brain (logic) and right brain (creativity) for optimal results. The AMA defines marketing as "an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." Peter Drucker, the social ecologist, claims that marketing helps the sales person in such a way that the product or service sells itself if the marketing staff has done their job correctly [Kotler 25].
The bottom line of marketing is that it "identifies and meets human and social needs" and does so in a profitable way [Kotler 24]. One of the things I love most about marketing is that if done ethically, it is a win-win for the consumer/customer and the seller.
REFERENCE:
Kotler, Philip and Keller, Kevin Lane. A Framework for Marketing: Pearson International Edition/Fourth Edition. Pearson/Prentice Hall, 2009.
