Laila Amjad, a guest blogger, is an illustrious student of Fatima Jinnah Women University (Pakistan), pursuing her  Bachelors of Public Administration.

According to some meticulous definitions marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.

But marketing is much more than these chunk of aspects which are being discussed in the above mention definition. And it would be totally unfair if some one only rely on the given bookish interpretation of marketing.  Basically it’s a vast sea and even every single, unique droplet has its own significance.  That can’t be ignored. According to Jason Fried and David Heinemeier Hansson:

Marketing is not a department, it’s the sum total of everything you do.  Marketing is something everyone in your company is doing 24/7/365.

Just as you cannot not communicate, you cannot not market:

• Every time you answer the phone, it’s marketing.

• Every time you send an e-mail, it’s marketing.

• Every time someone uses your product, it’s marketing.

• Every word you write on your Web site is marketing.

• If you build software, every error message is marketing.

• If you’re in the restaurant business, the after-dinner mint is   marketing.

• If you’re in the retail business, the checkout counter is marketing.

• If you’re in a service business, your invoice is marketing.

Recognize that all of these little things are more important than choosing which piece of swag to throw into a conference goodie bag. Marketing isn’t just a few individual events. It’s the sum total of everything you do.

From individual aspect, marketing is more like a selling an idea. And idea can be generated by anyone and anywhere. And the idea can be sold in a material form in several different situations. For example when a person is going for job interview he is a product himself. Our achievements mentioned in our curriculum vita is a marketing stunt. Upgrading our accounts on social networks by uploading information about our education, work, interest, and hobbies etc all include in marketing. In short we should consider the society as market, and our selves as products. This world is a web and our every action has back and forth effect. So for turning from product into brand it is very essential that we should consider that Marketing is not a department, it’s the sum total of everything you do.


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  • Shabnumbahar

    Thanks Laila it is a great help for those who dont have technical knowledge about marketing….

  • Sayed Jawed

    Dear Laila,

    After struggling for 15 years in trying to define marketing and sales, I have reached the below conclusions,

    Marketing is the art and science of creating the desire for ownership and

    Sales is the art and science of fulfillment of the created desire

    Sayed Jawed

    • laila amjad

      dear sir
      you are 100% correct … thanks for shearing your valuable opinion


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