process responsible for
and satisfying customer
The Chartered Institute of
Marketing definition, 1976.
Marketing is the social
process by which individuals
and groups obtain what
they need and want
through creating and
exchanging products and
value with others.
Because the purpose of business is to
create a customer, the business
enterprise has two--and only these
two--basic functions: marketing and
innovation. Marketing and
innovation produce results; all the
rest are costs. Marketing is the
distinguishing, unique function of the
Peter Drucker (1973)
Marketing is not about selling
stuff, it's about giving the
participant a reason to buy stuff.
The goal of marketing is not to win the
battle of stories (as is the case in the
traditional media marketing), but to
understand the abilities, emotions and
activities of a situation – the context –
and add deliberate value to it.
Making it better, becoming indispensible
as a value provider, and gaining
ownership to people through direct
relations with them over time...