Das ka Dum with Dr Bhaskar Das I The normal sentiment is that marketing is essentially about advertising and communications. Can you offer our readers a quickie definition to dispel this myth?

18 Nov,2020

Bhaskar DasSo this is a serious question, and not around our industry. It’s to BD, the industry boss, but Dr Bhaskar Das, the academic guru. So let’s hear it from him in the November 18 edition of Das ka Dum. Read on…

 

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Q. The normal sentiment is that marketing is essentially about advertising and communications. Whereas it’s actually loads more. Can you offer our readers a quickie definition to dispel this myth?

 

A. One can’t put a tag of “normal sentiment” to rationalise a narrow perspective of a statistically insignificant and unrepresentative sample.

 

There are many definitions of Marketing. I don’t want to take a class on that. I love late Peter Drucker’s observation on the subject: the purpose of business is to create a customer.  The business enterprise, he opined, has two basic functions: marketing and innovation. For Drucker, marketing and innovation produce results; all the rest are costs. Anything that embraces the whole range of activities for creation and sustenance of customers, concerns Marketing. Period.

 

 

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