What is marketing about?

In my last edition of this book I said marketing was about the art of seduction. In a way I wish I hadn’t done so because I made it all sound a bit too tabloid. Marketing is more serious than that, and these are serious times. Marketing is about the skilful art of creating and building relationships between a brand or a company and its consumers, customers and stakeholders.

Marketing is about the art of informing and persuading. It’s about creating conversations. It’s about maximising the effectiveness and the efficiency of achieving sales. It lies at the very heart of any business. In a company of any scale, that company will fail if the CEO isn’t constantly attuned to and in control of its marketing.

In a small ...

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