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August 15, 2005
Membering and customering
Earlier, Ben Martin gave a brief snippet about the Monday general session, and here I offer mine as well. It was during the panel discussion among the marketing thought leaders, and it's the exchange around which there was discord -- parts of the conversation that I usually find the most illuminating.
Jim Gilmore challenged the use of the word "marketing." He noted that Phil Kotler had quoted from Drucker, who said that marketing is what makes sales superfluous. Gilmore took it one step further, saying that creating experiences makes marketing superfluous. "'Marketing' is inherently about markets. Why isn't it called membering or customering?"
Needless to say, Kotler, author of Kotler on Marketing and Marketing Management, wasn't ready to do away with the term, and cited a trend that marketing is no longer just for the marketing professional, but it is an activity the entire company engages in every time there is customer contact.
Posted by ScottBriscoe at August 15, 2005 03:22 PM
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