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Marketing is a term widely used and interpreted in many different ways


Marketing is a term widely used and interpreted in many different ways. However, author Jay Conrad Levinson of "Guerrilla Marketing" fame has provided a definition that I find particularly insightful and comprehensive. According to Levinson, "Everything you say, everything you do, from the moment you conceive of your idea to the point in time which consumers become repeat customers is marketing."

This definition underscores that marketing is not just about advertising, sales, or promotions. It is a holistic approach that encompasses every aspect of a business, from the beginning of an idea to the moment a customer makes a repeat purchase. It highlights the importance of being mindful of all a business's touchpoints with its customers and potential customers.

The idea that marketing begins from the moment an idea is conceived is fundamental. This means that businesses must consider the needs and desires of their target audience from the beginning and ensure that their product or service is designed to meet those needs. By doing so, businesses can create precious creations for their target market and increase the likelihood of success.

The second part of Levinson's definition, which states that marketing continues until a customer becomes a repeat customer, is equally important. It emphasizes the importance of customer retention and the long-term relationship between a business and its customers. Once a customer has made a purchase, companies must continue engaging with them, providing excellent customer service, and offering new products or services that meet their changing needs. By doing so, businesses can build a loyal customer base that will provide ongoing revenue and support.

Levinson's definition also highlights the interconnectedness of various aspects of a business. Everything a company says or does is marketing, whether a social media post, a blog article or even how employees interact with customers. Every customer interaction with a business can impact their perception of the brand and influence their decision to purchase or become a repeat customer. Therefore, companies need to ensure that every aspect of their operations is aligned with their marketing goals and values.

In conclusion, Jay Conrad Levinson's definition of marketing is one that I love because it emphasizes the importance of a holistic marketing approach, starting from the conception of an idea to the point of customer retention. It highlights the interconnectedness of various aspects of a business and underscores the importance of creating a valuable product or service that meets the target audience's needs. Companies can build a strong brand and develop long-lasting customer relationships by adopting this approach.

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