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• Marketing Overview
• Marketing Process

OVERVIEW OF MARKETING

There are many definitions of marketing:

• The aim of marketing is to make selling superfluous (ie you must understand the customer so well that the product/services sells itself)- Peter Drucker
• A combination of selling, advertising and PR - the widely held view
• Consumption is the sole end and purpose of all production - Adam Smith
• Getting the right goods, to the right people, in the right place, at the right time, with the right level of communication profitability - Chartered Institute of Marketing (UK)

SELLING VS MARKETING
Selling has an introverted viewpoint:

• Inward looking
• Starts with the product
• Has a shorter time horizon
• Is about revenue this week
• Is focused on one aspect of your offering

Marketing has an extroverted viewpoint:

• Outward Looking
• Starts with the customer
• Has a longer time horizon
• Is about Profit this year
• Is part of the ethos of an organisation