"Marketing is the process of persuading others that
what you have is what they've always wanted."
Good Morning Folks,
If I asked you what Marketing is could you explain it?
CMO of BearCom Wireless, Twitter favorite and marketing elite’s Kent Huffman** can help.
He asked experts how they would define the term “marketing”.
What followed was a multitude of different answers and perspectives, all of which are insightful for any of our readers wondering how they can grow or change their business today: (and also a terrific influencers list of who to follow for thought leadership and inspiration on Twitter)
"Marketing is the process of making selling unnecessary."
--Jennifer AakerProfessor at Stanford University
"Marketing is creating demand for a good, service, idea, etc., so that you don’t have to 'work' to create demand."
--Chip AbernathyChief Marketing Officer at Touchpoints
"Marketing is how value is created, commuted, and communicated from a firm or person to a customer."
--Dave AronAssociate Professor at Dominican University
"Marketing is finding a need and filling it."
--John BlossomAuthor of "Content Nation: Surviving and Thriving as Social Media Changes Our Work, Our Lives, and Our Future" from Wiley Publishing
"Marketing is creating a compelling, authentic brand through experience interacting with a company, its people, and its service or product. Effective marketing echoes throughout all aspects of an organization. It delivers on the brand's promise. Success is measured by repeat clients, brand loyalty."
--Ruth BrajevichChief Marketing Officer at Ware Malcomb
"Marketing is a relationship -- with a customer, partner, or your ecosystem. As the heart and soul of every business, marketing is a game changer for competitive advantage by helping companies make better decisions, create and drive better strategies, and have better execution. In today's world, in which CEOs are focused on growth and profit, marketing can be one of the winning ingredients that help to propel a company forward. As Peter Drucker once said, 'Business has only two basic functions: marketing and innovation.' Marketing and innovation produce results; the rest are support."
--Sandy CarterAuthor of "The New Language of Marketing 2.0: How to Use ANGELS to Energize Your Market" from IBM Press
"Marketing needs to tell a story to consumers that makes them want what you've got -- truthfully, uniquely, and repeatably."
--David CoopersteinVice President and Principal Analyst at Forrester Research
"The secret of life is honesty and fair dealing. If you can fake that, you've got it made." (from Groucho Marx)
--Jarvis CromwellChief Marketing Officer at Reputation Garage
"Marketing encompasses activities that maximize the value to the customer and the return on investment when bringing a product or service to market."
--Sam DeckerChief Marketing Officer at Bazaarvoice
"Marketing extends from understanding what the customers need to making sure they get it and are happy with it."
--Nigel DessauChief Marketing Officer at AMD
"The SCIENCE of marketing is: 1) targeting the right customers for your product or service, 2) presenting an offer that solves their specific problems, and then 3) making it easy to buy by presenting an offer too irresistible to pass up. Once you've developed an ongoing relationship with those key elements as the foundation, you're practicing the ART of marketing."
--Stephanie DiamondAuthor of "Web Marketing for Small Businesses: Seven Steps to Explosive Business Growth" from Sourcebooks
"Marketing is the process of defining a viable opportunity and target market, working collaboratively to create a product or service that meets the needs of that market, and then engaging that target market in a way that drives word of mouth, competitive strength, and profitable sales over time. In other words, the central notions are 'define it, create it, make people love it!'"
--Stephanie FiermanChief Marketing Officer at Revolution Money
"Marketing is the art and science of creating mutually satisfying exchanges."
--Theresa FlahertyProfessor at James Madison University
"Good marketing is developing trust between a consumer and a product. Great marketing is developing trust between a consumer and a product without the consumer even knowing it happened."
--Jesse FriedmanProfessor at Johnson & Wales University
"Marketing is a set of activities or processes aimed at creating satisfactory exchanges for both customers and sellers."
--Harsha GangadharbatlaAssistant Professor at the University of Oregon
"Marketing is the brand shepherd that ensures that every customer contact point is consistent. The magic is making sure that this consistent message is relevant and motivational. The science is making sure that the message is where the customer is."
--Lisa GavalesChief Marketing Officer at Express
"Marketing is magnetic induction that leads to seduction."
--Norman HajjarChief Marketing Officer at Guitar Center
"Marketing: to identify, acquire, and retain higher-margin clients."
--David HarkleroadChief Marketing Officer at Hay Group
"Marketing is the exchange of goods/services for money."
--Beth HarteAdjunct Professor at Immaculata University
"Marketing is the only function to connect a business from first idea to customer use and satisfaction. For us at Kodak, we take it a step further to say it serves as a 'catalyst for growth' by leveraging people, brand, products, partners, and technologies to transform Kodak into an industry-leading growth company."
--Jeffrey HayzlettChief Marketing Officer at Kodak
"Marketing is the combined art and science of reaching out to consumers wherever they are to tell them a story, to ignite desire, and to convert that desire into demand."
--Jeff HennionChief Marketing Officer at Dick's Sporting Goods
"Marketing is three parts science, two parts art, one part passion, 1/2 part participation, and a dash of magic. Adjust portions to your taste!"
--Scott HoffmanChief Marketing Officer at Lotame
"Marketing is communicating with customers and responding to customers' desires."
--Dr. David HorowitzProfessor at Sonoma State University
"At its core, marketing is simply the process of connecting buyers and sellers. But to be truly effective, marketing also requires the creation of measurable, repeatable results by listening to customers and prospects, engaging in meaningful discussions, developing strong relationships, delivering value, and finally, engendering loyalty."
--Kent HuffmanChief Marketing Officer at BearCom Wireless and coauthor of "Maximizing Your Marketing Efforts: Leading CMOs on Overcoming Budget Constraints, Positioning Your Brand, and Harnessing Creativity" from Thomson Reuters/Aspatore Books
"Marketing is communicating to your customers and prospects what you want them to do and why."
--Simms JenkinsAuthor of "The Truth About E-mail Marketing" from FT Press
"Marketing is the art of getting people to want something before they would have come to the same conclusion."
--Guy KawasakiCofounder of Alltop and author of "Reality Check: The Irreverent Guide to Outsmarting, Outmanaging, and Outmarketing Your Competition" from Penguin Group
"Marketing is everything you do up to the close of the sale and everything you do after the sale to keep your customer coming back."
--David KimballChief Marketing Officer at 10Beyond
"Marketing is the process of teaching consumers why they should choose your product or service over your competitors; if you are not doing that, you are not marketing. It's really that simple!
--Laura LakeAuthor of "Consumer Behavior for Dummies" from Wiley Publishing
"Marketing is understanding customers' needs, and then fulfilling those needs better than anyone else."
--Jim LyonsProfessor at the University of Phoenix
"Marketing is the art of helping people overcome their indecision and inaction. If you simulate for consumers the emotional experience of your satisfied customers, you'll overcome all of the mental blocks that scare people from taking risks and making decisions about the products and services that they want and need. Marketing is helping people overcome that basic fear of deciding what to choose and of making the wrong decision."
--Sam MallikarjunanChief Marketing Officer at American Health
"Marketing is a comprehensive process through which people discover that their needs and wants may be satisfied by the products and services of others."
--Gary MarcocciaChief Marketing Officer at AvantLink
"Marketing is the development and management of an exchange process between multiple parties (consumers and/or organizations)."
--Denny McCorkleProfessor at the University of Northern Colorado
"Marketing is two-way communication with customers. Pairing insights and established processes with creativity, marketers help bring the business plan to market."
--Gail NelsonChief Marketing Officer at BurrellesLuce
"Marketing is more like politics that ever before. 1) Figure out what people are passionate about. 2) Determine what they believe to be true about your product (and your competitors'). 3) Connect to that passion in an authentic and compelling way. 4) Repeat. In the age of conversation, what people say to each other is much more important than what we say to them."
--Tom O'BrienChief Marketing Officer at MotiveQuest
"Marketing is writing a book that your intended market wants to read/is waiting for, rather than writing the book that you want to read."
--Roger C. ParkerAuthor of "Design to Sell: Use Microsoft Publisher to Plan, Write, and Design Great Marketing Pieces" from Microsoft Press
"Marketing is the art of creating demand for your ideas."
--Christopher PennAdjunct Professor at the University of San Francisco
"Marketing is the process organizations use to create value for their members, customers, donors, and other stakeholders. Effective marketing results in stronger brands. The strength of a brand reflects the quality of its relationships with its stakeholders. A strong brand can be an organization's most valuable asset. In this way, effective marketing returns measurable value to the organization."
--Carol PhillipsAdjunct Professor at the University of Notre Dame
"Marketing is telling a story to a targeted customer segment that they want or need to hear -- resulting in some behavior change or transaction. In order to build a long-term relationship with the customer, the story must be valuable, relevant, compelling, and consistent, and must truly solve the customer's pain points."
--Joe PulizziCoauthor of "Get Content, Get Customers: Turn Prospects into Buyers with Content Marketing" from McGraw-Hill
"Marketing is understanding how people get and share information, experience things, and consume stuff -- and responding accordingly."
--Brian ReichCoauthor of "Media Rules! Mastering Today's Technology to Connect with and Keep Your Audience" from Wiley & Sons
"Marketing starts and ends with telling a story, be it emotional, comical, educational, or other; but continuing that conversation for as long as you need is what truly distinguishes the successful from the flash in the pan."
--Charlie RileyAdjunct Professor at St. Bonaventure University
"Marketing has always been a simple mandate to me: invent desire. The title of Karen Stabiner's book about Chiat/Day, the employer that shaped my perspective on work, was "Inventing Desire." That's the game we're in. Not selling more stuff to more people anymore, and probably never was, but definitely leaving them wanting and respecting what we have on offer: product, service, leadership, style, cause."
--Marian SalzmanChief Marketing Officer at Porter Novelli and coauthor of "Next Now: Trends for the Future" from Palgrave Macmillan
"Marketing is the use of strategies that create a transaction between a buyer and a seller."
--Dan SchawbelAuthor of "Me 2.0: Build a Powerful Brand to Achieve Career Success" from Kaplan Publishing
"Unlike sales which is working with one buyer at a time, marketing is the art and science of identifying a distinct group of buyer personas and learning about the problems they face and creating a product or service that solves the problems. Marketers then create information to capture the attention of the buyer personas so they learn about the company and its products. The materials can be Web based ways to generate attention (YouTube videos, blogs, content-rich Web sites, Twitter feeds, and the like) or offline (tradeshow exhibits, speaking gigs, advertising, and the like). Marketers also communicate through the media and analyst communities to generate attention."
--David Meerman ScottAuthor of "The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing, and Online Media to Reach Buyers Directly" from John Wiley & Sons
"Fundamentally, marketing is the process by which marketers prepare their customers to buy. This begins with the first contact, perhaps in the form of a business card or blog post, and continues all the way through to the sale.
--Dr. Judith Sherven and Dr. Jim SniechowskiCoauthors of "The Heart of Marketing: Love Your Customers, and They Will Love You Back" from Morgan James Publishing
"Great marketing is about connections -- finding, creating, and examining the connections between products, brands, concepts and people. When done well, people will consume, discuss, engage, and recommend without ever knowing they were marketed to."
--Joshua SmibertChief Marketing Officer at Fuel Brand Group
"Marketing is the creation of ideas which turn into products and services that meet the changing demands of consumers."
--Linda SolomonAdjunct Professor at Purchase College
"Marketing is the process of persuading others that what you have is what they've always wanted."
--Michael StelznerAuthor of "Writing White Papers: How to Capture Readers and Keep Them Engaged" from WhitePaperSource Publishing
"Marketing is creating valuable content that you are passionate about, that your intended audience wants to consume for free, and that inspires them to make a purchase down the road."
--Debbie WeilAuthor of "The Corporate Blogging Book: Absolutely Everything You Need to Know to Get It Right" from Portfolio
"Marketing is the process of making a difference by meeting customers' needs or wants through providing goods, services, experiences, or ideas they value while benefiting the organization (company or nonprofit) and its employees, suppliers, partners, communities, and our planet. It goes without saying that marketing should, by definition, be ethical and transparent rather than manipulative or sneaky."
--Marian B. WoodAuthor of "The Marketing Plan Handbook" from Pearson Prentice Hall
"Marketing is an integrated communications process which develops messaging that attempts to gain attention from people in order to accomplish specific objectives."
--Eric YaverbaumCoauthor of "Public Relations For Dummies: Second Edition" from John Wiley & Sons
**Please visit Kent’s “Top Twitter” lists: Top CMOs, Top Marketing Book Authors, and Top Marketing Professors. www.LinkedIn.com/in/KentHuffman
And have a GREAT day,
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To dare is to lose one's footing momentarily. To not dare is to lose oneself."
~~ Soren Kierkegaard
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