Everything you know about Marketing is wrong

What is ‘Marketing’?

My (non-marketing) friends define marketing as such;

“People who use ads and other promotional tools to make a product or service profitable”.

My high school textbook defined it as:

The management of the 4Ps in such a way that it creates value for the customer and helps achieve organisational goals.

Kotler defined it as:

“A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others”

They’re wrong. Everything you know about marketing is wrong. At its fundamentals what makes promotional tools work? The ability of it to the spread the idea of your product. What are the 4Ps but just another way to frame your idea to your market? What do people want? What is the exchange of products and value? Ideas. Ideas and stories that the idea tells.

So what is marketing?

This is Seth Godin’s take on it:

“Marketing is about the spreading of ideas”.

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One thought on “Everything you know about Marketing is wrong”

  1. Hi Colin, thanks for sharing your take on this. Seth Godin is a great guy and keeps things simple, which is so desperately needed in our day of clutter.

    For me, Marketing is EVERYTHING you do in a business.

    Here is my definition: “Strategies and tactics to identify, introduce, create, sell and maintain satisfying relationships with past, present and prospective customers that result in value for both the customer and the marketer.”

    Thanks for posting!

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