A Definition for Marketing

So what exactly is marketing anyway? A marketing definition isn’t actually so easy to come by. At least not a definition that is easy to understand and has a clear consensus among small business owners.

Take these two definitions, for instance.

“Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” - the American Marketing Association.

“Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” - the Chartered Institute of Marketing.

Huh? Even if you could figure out what they’re getting at, these are both stuffy definitions which belong in academia, not in the real world.

Here’s my own rough and ready marketing definition:

“Marketing is the process of attracting potential customers and profitably turning them into loyal, paying customers.” - Debbie Benstein.

I think my version is so much more relevant to real life in the business world. And it’s so much easier to remember!

So there you have it. A definition for marketing which is short, to the point, and jargon-free.

A bit like me, really.