Everybody seems to know Marketing. The world is full of Marketing gurus. We all talk about with a remarkable ease and confidence, though most of the times we are not Marketing professionals and not even close. What are the most frequent mistakes in understanding Marketing practices and theories?
1. Defining Marketing
There is clearly a general tendency in employing the notion of Marketing within a confusing mix of Public Relations, Advertising, or Media Planning. Regardless of the degree in evolution and growing of Marketing, many of us still cannot understand what Marketing really is and only see the its extreme manifestations. Many believe Marketing is a useless, fancy field, eating up budgets and giving little in return. Others see Marketing as an artistic field, where all you need is creativity to develop a memorable ad.
2. Marketing is still confused with Communication
This common mistake is, again, the result of sufficient understanding of Marketing. Marketing professionals are often thought to be responsible for creating advertisements, logos, slogans. What people usually see is the mere top of the iceberg, forgetting that there is a product, a...