Mythbuster: Delivering the goods
Les Binet and Sarah Carter
Les Binet and Sarah Carter of DDB get a little bit angry about some of the nonsense they hear around them… like the idea that marketing is all about communication
In the back of Marketing magazine each week, a brand manager is asked a set of questions. One is ‘How do you define marketing?’ A recent reply is typical: "lt's about creating, communicating and delivering an engaging, consistent and clear message to a target audience."
Grrrr… Since when did marketing just equal communication? Marketing has traditionally been defined in...