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Should you change
how you think about marketing?

April 2009by Moshe Engelberg, Ph.D.


Complete this sentence: Marketing is______________.

When I ask clients to do this during a workshop, or graduate students on the first day of class, they often say things like: Sales, advertising, and promotion. Why? I think it's because selling and advertising "shows". It's the tip of the iceberg above the waterline, the interface customers see or experience. But without a strong foundation, without the depth of solid marketing strategy, the sales and advertising is likely to fall short.

Why? Because at its core, marketing is an exchange. There's a give and a get that provides a mutually acceptable exchange of value. Successful exchanges form the foundation of a relationship. Companies that do effective marketing know their customers. They know how to maximize the real and perceived value of the exchange, and how to capitalize and strengthen the relationship that emerges.

What is the give and the get in your exchange with customers? Is it what your customers want? Do you know what transforms your exchanges into lasting relationships? Recognizing marketing as a fundamental exchange of value is the first step to move from simple transactions to meaningful relationships that grow your business.

Moshe Engelberg, Ph.D., M.P.H.
ResearchWorks, Inc.
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Phone 858-487-8200
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