I was intrigued by an online discussion the other day about what marketing is – or isn’t. So I decided to find some giants’ shoulders to stand on, and herewith share some of my favorites:

Phil Kotler:  “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.”

George Day: “Understanding, attracting, and keeping valuable customers.”

Sergio Zyman: “Selling more stuff to more people more often for more money more efficiently.” 

Peter Drucker: “The aim of marketing is to know and understand the customer so well the product or service fits him [or her! – DH] and sells itself.”

Theodore Levitt: “Marketing is a stepchild in most corporations because of an overemphasis on creating and selling products. But selling is not marketing. [Selling] is not concerned with the values that the exchange is all about. And it does not, as marketing invariably does, view the entire business process as consisting of a tightly integrated effort to discover, create, arouse, and satisfy customer needs.”

What are your favorites? Leave a comment.

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