December 2017
Intermediate to advanced
216 pages
5h 50m
English
Content preview from B2B Marketing Strategy
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07
What is the purpose of marketing?
In Chapter 4, I discussed purpose in the context of our wider organizations. But it is critically important for us as marketers to think about our purpose within those organizations as well as within our markets. Why do we do what we do? To what purpose? To what end? Who do we want to be, both as individuals and as marketers? In the same manner as our corporate purpose has the potential to differentiate our organizations in a crowded and commoditized marketplace, understanding our marketing purpose is a first step towards enabling us to be different in a world where so much of B2B marketing is virtually interchangeable.
The past decade has been rough on us in B2B marketing. Before 2008 we had been experiencing ...
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