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Marketing
A Guiding
Principle:
What is marketing?
Trying to define marketing is no easy task. In fact, just one glance at the wikipedia definition will send your mind reeling. In one corner, you have E. Jerome McCarthy’s scholarly explanation involving the 4 P’s: Product, Pricing, Promotion, and Placement. On the opposite end of the spectrum there is a definition offered by the legendary Al Ries and Jack Trout that describes marketing as simply “WAR.”

So what is the correct answer?

I would argue both – plus a whole lot more. You see at the end of the day marketing isn’t an object that can be easily placed in a velvet lined little box. It is something organic that grows and develops each and every day.

The most common marketing channels are:
"What helps people
helps business."

- Leo Burnett
  • Banners
  • Internet
  • Blogs
  • Social Networking
  • Telemarketing
  • Direct Mail
  • Point of Sale
  • Ambient
  • Email
  • Word of Mouth
A better question is – What’s the key to marketing?

The truth is – there’s only one thing that really matters when you discuss marketing, and that is – Return on Investment (ROI). Whether you work for a pizza shop or a blue chip, an internet start-up or a steel mill, if you’re not making more than you spend you won’t be a marketer for long. The key is to focus on generating a return.
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