adipure.com

Fines “marketing” this way:

Marketing is the process of planning and executing the conception,
pricing,
promotion and distribution of ideas, goods, and services to create
exchanges that satisfy individual and organizational goals.10

Marketing is about creating satisfactory exchanges via effective and
integrated communication with consumers and building relationships with
customers and with other publics who could impact organizational
performance (the investors, analysts, employees, pressure groups, and so on)
by
means of effective corporate communication

Marketing is not advertising. Don’t think for a second that because
you’re advertising, you’re marketing. There are more than one hundred

Marketing is not direct mail. Some companies think they can get all
the business they need with direct mail. Mail order firms may be right
about this. But most businesses need a plethora of other marketing
weapons to support direct mail, to make direct mail succeed….

Marketing is not telemarketing. For business-to-business marketing,
few weapons succeed as well as telemarketing—with scripts.You can
dramatically improve your telemarketing response by augmenting it with
advertising—yes, advertising—and direct mail—yes, direct mail. Marketing is
not telemarketing alone.

Marketing is not brochures. Many companies rush to produce a
brochure about the benefits they offer, then pat themselves on the back

for creating a quality brochure. Is that brochure really all there is
to marketing? It’s an important aspect of your plan when mixed with ten
or fifteen other important parts—but all by itself? Forget it.
Marketing does not mean advertising only in the Yellow Pages.
Most, and I do mean most, companies in the U.S. run a Yellow Pages ad
and figure that it takes care of their marketing.Advertising in the
Yellow
Pages only is sufficient for 5 percent of all businesses. For the other
95
percent, it’s a disaster in the form of marketing ignorance. Use a
Yellow
Pages ad as part of your arsenal—but only as part.

Marketing is not show business. There’s no business like show business,
and that includes marketing.Think of marketing as sell business, as
create-a-desire business, as motivation business. [Marketers] aren’t in
the
entertainment business—marketing is not meant to entertain.

Marketing is not a stage for humor. If you use humor in your marketing,
people will recall your funny joke, but not your compelling offer. If
you use humor, your campaign will be funny the first and maybe the
second time. After that, the humor will be grating and will hinder the very

concept that makes marketing successful—repetition.

Marketing is not an invitation to be clever.You don’t want potential
customers to remember the cleverness of your marketing—it’s your
offer they should remember. Cleverness is a marketing vampire, sucking
attention away from your offer….

Marketing is not a miracle worker. More money has been wasted
because marketers expected miracles than because of any other miscon