Marketing means many things to many people depending on the perspective at which they are viewing the role they think marketing should be fulfilling, How would you define it? Is it advertising, public relations, sales promotion, merchandising, direct mail, telemarketing, special events, customer service, social media …how should it be defined?
Marketing can be envisioned either as mosaic or a jigsaw puzzle in which many pieces have to be joined together to create a visual image that presents the full picture of the integrated strategy necessary to achieve the desired results. Theodore Levitt, the marketing guru of the 70s, from the Harvard Business School defined Marketing as --
"All the exhilarating big thins and all the troublesome little things that must be done in every nook and cranny of the entire organization in order to achieve the purpose of attracting and holding the customer.'"
Written over 40 years ago the essence of the concept is probably more accurate today, with all the tools and technology available, than ever before.
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