Editorial: What is marketing?

Judie Lannon

What is marketing? Many marketers would find the question absurd because there is confusion over what marketing actually is and few appreciate its importance.

Editorial: What is marketing?

Judie Lannon

Most people in marketing or marketing services tend to find their jobs interesting and enjoyable and consider the question in the headline absurd. But largely because of confusion as to what marketing actually is and does, few appreciate just how important it is. Marketing is widely thought to be synonymous with selling, to be confined to advertising and communications, to be some kind of add-on function and, in some quarters, to be a malign influence. This issue of Market Leaderis dedicated to examining why we think marketing is important – but also...

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