10. The management process
responsible for identifying,
anticipating and satisfying
customer requirements profitably.
The Chartered Institute of Marketing, 1976
11. Marketing is the social process by
which individuals and groups obtain
what they need and want through
creating and exchanging products
and value with others
Philip Kotler
12. Because the purpose of business is to
create a customer, the business enterprise
has two - and only these two - basic
functions: marketing and innovation.
Marketing and innovation produce results;
all the rest are costs. Marketing is the
distinguishing, unique function of the
business.
Peter Drucker, 1973
31. old ideea of communication: throw the
message to as many as possible and wait
for recognition
new idea of communication: choose the
relevant context, involve people & let them
viralize
32. Back to what marketing used to be:
it changes more than one P
34. Marketing is not about selling stuff, it's
about giving the participant a reason to
buy stuff.
H.T.
35. The goal of marketing is not to win the
battle of stories (as is the case in the
traditional media marketing), but to
understand the abilities, emotions and
activities of a situation – the context – and
add deliberate value to it.
Making it better, becoming indispensible as
a value provider, and gaining ownership to
people through direct relations with them
over time...
Helge Tennø