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January 14, 2004


Paul Williams

One of the reasons the role of marketing is complicated to put in it’s own crate is that, while there is a department at the company with that name, marketing activity isn’t necessarily limited to only that department.

We’ve been using the word ‘customer’ to primarily describe the end-user of the product or service a company offers. However, within an organization, the sales force is a customer of the product team. The product team ‘hires’ the creative team to develop collateral. The operations team counts on the finance folks to help develop the sales targets.

To maximize effectiveness, each department in an organization would utilize marketing practices and ‘internal’ consumer insights. This would ensure they were delivering a product or service that met the specific need of an internal customer with the same fervor as they would an external customer.

Chris Lawer

Jennifer, to add your debate, my definition of marketing would be:

"To innovate, create and sustain mutually profitable and authentic customer and other stakeholder relationships"

Then again, I'll probably change it tomorrow!

Tom Asacker

If the circus is coming to town and you paint a sign saying, "Circus is coming to Fairgrounds Sunday," that's Advertising. If you put the sign on the back of an elephant and walk him through town, that's a Promotion. If the elephant walks through the Mayor's flower bed, that's Publicity. If you can get the Mayor to laugh about it, that's Public Relations. And, if you planned and coordinated the whole thing (including naming, pricing, events, location, concessions, souvenirs, spin-off products, licensing, etc.) that's Marketing!

I stole and modified this from author unknown. ;-)

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