A marketing definition by John Scriven

John Scriven describes marketing as:

Marketing is crucial to the success of any business but the most important part of marketing is not trying to find unique but usually trivial points of difference on which to base consumer targeting and brand communication strategies. Marketing is about finding what really matters to consumers (usually the core benefits of the product category), then ensuring that your company relentlessly delivers it, from reliable quality of production throughout the logistics chain to consumption. And in parallel, to create distinctive communication that makes and keeps the brand salient to the potential consumer base.

From: http://marketingscience.blogspot.com/
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