Mythbuster: Delivering the goods

Les Binet and Sarah Carter

Many marketers mistakenly believe their job is all about communication. Marketing has traditionally been defined in terms of the four 'Ps': product, price, promotion and place.

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...

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