MEPX
Chapter 1 of 10All chapters
  1. 1What marketing is
  2. 2Positioning
  3. 3Understanding customers
  4. 4Channels
  5. 5Measurement
  6. 6Messaging and copy
  7. 7Brand
  8. 8Pricing as marketing
  9. 9Content and search
  10. 10Ethics and the law

Chapter 1 of 10

What marketing is

More than promotion.

The full scope

Marketing covers who to serve, what to offer, at what price, through which channels, described how. Advertising is one piece of the last part.

  • The classic four are product, price, place and promotion.
  • Decisions about the product are marketing decisions, made before anything is written.

Serving before selling

Understanding the customer well enough to be genuinely useful does more than persuasion. Persuading people to buy something that disappoints them is expensive twice over.