MARKETING IS FOOD, NOT MEDICINE
Date Posted: Tue 10th July 2012
Inexperienced companies regard marketing as medicine to be taken when something is wrong. (â€œNot enough customers? Take some marketing and call me in the morning.â€)
This is completely wrong-headed thinking, and itâ€™s one of the reasons so many otherwise successful businesses wind up failing. They get used to feeling busyâ€¦until they realize itâ€™s too late to start what they should have been doing all along.
Marketing is food. Itâ€™s the regular, sustained nourishment that gets your business where you want itâ€”and keeps it there. You need it throughout the day, every day.
Peter Drucker, one of the leading experts on management theory, wrote:
Because the purpose of business is to create a customer, the business enterprise has twoâ€”and only twoâ€”basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.
He also wrote:
Marketing is not only much broader than selling; it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is from the customerâ€™s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.
This perspective is what keeps Fortune 500 companies so intense about sustained, well-funded marketingâ€”even when theyâ€™re already successful by any measure.
While inexperienced businesses wait until theyâ€™re starving to start looking for nourishment, these savvy enterprises eat regular, healthy meals throughout the day, keeping them strong and thriving year after year.
Excerpt from forte agency