Marketing is not just the spending of money on some sort of media, it involves the development of the businesses “face” to customers, the development and management of the whole experience of interacting with the brand, and the organisation, or in the case of non customers, the promise of what the experience will be like.
Therefore the engineers, accountants, truck drivers, laboratory assistants, and the security guard, as well as the CEO, and sales and marketing personnel, all have a marketing job to do.
Few CEO’s would consider that marketing awareness should be a job requirement of many past the sales and marketing personnel, but success comes to organisations that are focused on their customers, in everything they do.
Marketing needs to be part of your commercial DNA
