What is Marketing? And Why do we need it?

ALICIA BRADY DEAUST

Let’s start with the answer to the ‘What is marketing’ question.

Google search ‘what is marketing’ and you will be bombarded by definitions that claim marketing is  ‘the action of promoting and selling products or services’. But as a Marketer and philanthroper who loves communication and works for impact-driven organizations I would argue that marketing is more than this.

Here is a definition of marketing which I feel is more accurate from the American Marketing Association:

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
(Approved July 2013)

Now let me give you my opinion on ‘Why’ we need marketing.

I would argue that we have been doing marketing since the beginning of time. You do it everyday. In every conversation you have you are offering up something of value to others.

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