Insights from ‘This is Marketing' by Seth Goden

Chapter 1

Marketing: a word which we have heard and read about a lot of times, but has been misconceived by most of us, including me.

If you google the meaning of Marketing, you will find various difficult definitions that have been given by classical and non-classical theorists.

Let me ask you then, what is Marketing in your opinion? Is it increasing our reach? Or is it advertising a product on various mediums?

If anyone would have asked me that same question, before I read the first chapter of ‘This is Marketing’, I would have said yes. Yes, it is increasing our reach and presence. But, not anymore.

All of us might have often used the terms ‘Marketing’, ‘Selling’ and ‘Advertising’ intercheagably in our conversations. More often, perhaps, than we realize. There was a time when these terms could have been used in place of each other, but not anymore. Now, as Marketing is evolving, the idea behind it is also evolving. It is not just selling more or advertising more, rather it is a broader aspect which includes, and is not limited to, the latter terms.

Marketing, in its true sense, is the generous act of solving the problem of people. It involves changing the mindset and culture for the better. It’s not selfish. Rather, it focuses on serving others.

Effective marketing doesn’t involve spamming, hyping, tricking or coercing. These are its ugly profit maximizing aspects. The real marketing entails creating honest stories -- stories that resonate and spread. It’s about understanding the customers' desires and fulfilling them and building something which they would miss, if it was gone.