{"id":5,"date":"2004-11-17T16:59:30","date_gmt":"2004-11-17T20:59:30","guid":{"rendered":"https:\/\/getgood.com\/roadmaps\/?p=5"},"modified":"2004-11-17T16:59:30","modified_gmt":"2004-11-17T20:59:30","slug":"marketing-is","status":"publish","type":"post","link":"https:\/\/getgood.com\/roadmaps\/2004\/11\/17\/marketing-is\/","title":{"rendered":"Marketing is…."},"content":{"rendered":"

According to the AMA, "marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." <\/span><\/p>\n

Well, knock me over with a feather, but that just doesn’t sound too exciting to me \ud83d\ude42 <\/span><\/p>\n

It’s not that the definition is wrong. It is as good a place to start as any. But it is missing two things that we need to be good marketers.<\/span><\/p>\n

    \n
      \n
    1. Sales.<\/strong> The goal of marketing is to sell something — whether it be a product or an idea, and while this is perhaps implied with "delivering value" and the focus on customers, I’d like to see it more explicit. <\/span><\/li>\n
    2. Action.<\/strong> In marketing, we want to get someone to do something<\/u>. The AMA definition is passionless and passive — I want to see marketers excited and active — doing, making things happen, getting results. <\/span><\/li>\n<\/ol>\n<\/ol>\n

      So here’s what I’d like to add to the dialogue:<\/span><\/p>\n

      "Marketing is the art, and science, of persuading a prospect to take the desired action. Most often, to buy a product, but also: renew a subscription, sign the petition, make the contribution, etc."<\/span><\/p>\n

      Implicit in this definition is the creation of the "product"  that will persuade — both the tangible and intangible. <\/span><\/p>\n

      Here are a couple of other blogs that also cover this topic: Marketing Playbook<\/a> and Brand Mantra<\/a>.<\/p>\n

      What do you think we need to add to this definition to make it work for you? <\/p>\n

      <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

      According to the AMA, "marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders." Well, knock me over with a feather, but that just doesn’t sound too exciting to me \ud83d\ude42 It’s not […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[4],"tags":[],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/posts\/5"}],"collection":[{"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/comments?post=5"}],"version-history":[{"count":0,"href":"https:\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/posts\/5\/revisions"}],"wp:attachment":[{"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/media?parent=5"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/categories?post=5"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/\/getgood.com\/roadmaps\/wp-json\/wp\/v2\/tags?post=5"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}