I find it interesting that if I use the work MARKETING, most people, particularly professionals in the field think ADVERTISING. These terms are seen as being synonymous. Once upon a time if you used the word MARKETING, people thought SALES, and I guess some people still do. These days of course if you use the word […]

I find it interesting that if I use the work MARKETING, most people, particularly professionals in the field think ADVERTISING. These terms are seen as being synonymous. Once upon a time if you used the word MARKETING, people thought SALES, and I guess some people still do. These days of course if you use the word MARKETING, an increasing number think SOCIAL MEDIA, many seeing it as the new silver bullet. The fact is marketing is not ALL ABOUT any of these things. Furthermore, cost effective marketing that maximises the return on investment has never been and never will be all about advertising or social media. These are nothing more than modes of communication and communication is only a small part of cost effective marketing. From my humble, or perhaps not so humble, and entirely commercial perspective cost effective marketing is all about………………………..behaviour and more specifically behaviour management. Ultimately marketing is…