What Is Marketing?

I meet prospective clients most days of the week to discuss marketing their business.  We quickly determine why they think they need help with marketing i.e. generate more leads and sales etc. but I often find myself providing a verbal definition such as:  

Marketing is the process of identifying and satisfying customer needs and wants through the creation, promotion, and distribution of products or services. It involves a set of activities designed to understand and communicate the value of a product or service to customers, aiming to build long-term relationships and generate revenue for a business.

Marketing includes various activities, such as market research, product development, pricing, promotion, and distribution. These activities help businesses identify and target specific customer segments, understand their needs and preferences, and develop products and services that meet those needs.

Marketing also involves creating and executing promotional campaigns, such as advertising, public relations, and social media, to reach customers and communicate the value of a product or service. Effective marketing strategies help businesses build brand awareness, differentiate themselves from competitors, and ultimately drive sales and revenue.

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White Paper by Sally Barnard
Steve Rees
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