You read it right! Advertising is not marketing. We as marketers have encountered many people confusing sales, digital ads or content creation as Marketing rather these are merely a part of marketing. Marketing is much more.

Marketing includes a broader set of activities which start even before the

product is live and is still in action even after the after-sales services.

For an instance, the market research to find out the new need of customers is a part of marketing, launching a new product or a revised version of an existing product is a marketing decision, where are we going to sell the product or service (which country, how many stores, online or offline and so on) comes under marketing, to whom are we going to sell the product, at what price and how are we going to communicate about the new or existing product (which includes advertising and so on) is again a PART of marketing.

The AMA’s definition of marketing says that 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.

Let us simplify the Marketing Concept -

The Marketing Concept Is the idea of:

(i) Understanding the Needs and wants of our target customers;

(ii) Producing and delivering the desired products and services to satisfy them;

(iii) Doing so better than competitors; and

(iv) At a profit to the company.

To learn more about marketing and how to apply it in your organization,


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