IF THEY TELL YOU THEY ARE IN THE MARKETING BUSINESS Okay, that might be a bit extreme. No doubt, some advertising agencies table in marketing and those that are not might still be very good at advertising. The point I am making here is that marketing and advertising are not the same thing. Advertising is […]

IF THEY TELL YOU THEY ARE IN THE MARKETING BUSINESS Okay, that might be a bit extreme. No doubt, some advertising agencies table in marketing and those that are not might still be very good at advertising. The point I am making here is that marketing and advertising are not the same thing. Advertising is only a small part of marketing, and a marketing strategy might not involve advertising. The strength of my opening however reflects the importance of knowing what marketing is and why it is about the most important and powerful of all business disciplines – with implications well beyond business. Advertising agencies incorrectly talk about advertising and marketing in the same breath. Text books suggest that marketing is the process of addressing needs and wants – which in part, it is. Google suggests that marketing is all about ‘buying and selling a product or service” – which…