- The aim of marketing is to make selling superfluous (Peter Drucker)
- The performance of business activities that direct the flow of goods and services from producer to consumer of user (American Marketing Association)
- Getting the right goods, to the right people, in the right place, at the right time, at the right price, with the right level of communication profitably (Chartered Institute of Marketing, UK)
- Marketing is different from Selling
| Selling | Marketing |
| Introverted | Extroverted |
| Inward looking | Outward looking |
| Starts with the product | Starts with the customer |
| Shorter time horizon | Longer time horizon |
| Is about revenue this week | About profit this year |
| Focused on one aspect of your service | The ethos of the organization |
If one has applied the four elements:
Research – Strategy – Planning – Tactics – then the person is dealing with Marketing
If not – he is only a sales person
What are you, anyway?
