Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.
I selected this Kotler’s definition because I think it contains all the keywords for grasping what marketing is about. It is definitely a complex issue made up of a number of facets, constantly changing. Marketing is all over, along the streets, on the media, inside our homes. It is important to know how it works to reflect on how it impacts on reality and on our behaviour.
I provide a selection of materials that will be then discussed in class.
Maslow’s hierarchy explained
Outbound (traditional) Vs Inbound marketing
Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, physical products, social media marketing, and other forms of content marketing which serve to attract customer through the different stages of the purchase funnel. In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements,sales flyers, spam, telemarketing and traditional advertising are considered “outbound marketing“. Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers,makes the company easy to be found, and draws customers to the website by producing interesting content.
(source: Wikipedia/Inbound marketing)