In Marketing in the 21st Century by Evans and Berman, marketing is defined as the “anticipation, management, and satisfaction of demand through the exchange process.” According to the American Marketing Association: Marketing “is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Wow, that is a mouthful (even if one of those definitions is from me. 🙂 ).
So, let’s take a more “real world” perspective about the role of marketing, as described by Daniel Newman for Forbes:
“Perhaps the greatest misconception in the world of marketing is that the role of the marketer is to drive awareness to the brand. In reality, marketers are first and foremost responsible for creating customers; awareness is merely one portion of the buyer’s journey. With the proliferation of digital marketing, social media, and the hyper-aware consumer, the journey has changed a little bit and the role of marketing has evolved with it. Having said that, the growth of new channels hasn’t changed the fact that marketers are supposed to be creating customers, but what it has done is make many of our marketing efforts more measurable.”