Relationship Between Marketing and Pr
Marketing
Some analysts hold the opinion that nowadays the essence of marketing is not a customer service, but beating business rivals; but classic definitions support another viewpoint. Philip Kotler, the world's foremost expert on the strategic practice of marketing, states that "marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit". The most comprehensive definition, in my opinion, was given by the American Marketing Association (AMA): "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders". Chartered Institute of Marketing defines marketing as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.
Marketing refers “ to just about any promotional activity: advertising, special events, direct mail, on-line discounts and promotions, and the like. “Marketing” means any and all ways of promoting your business. Advertising means buying space or airtime to deliver a promotional message designed to reach the general public, usually through print media, television, radio or the Internet. Of course, just about anything can carry an advertising message, including the sides of buses, bill-boards and park-benches.
Marketing is not synonymous with advertising. Packroo (2009), asserts that “Paid advertising can be part of marketing strategy but it seldom makes sense for a new nonprofit to invest precious resources on ads. Paid advertising is much more expensive – and less effective – than many cheaper (or even free) methods of getting exposure”. More efficient ways to promote your non profit include:
Coaching board members and other influential supporters to spread the word
Networking with other nonprofits, government agencies, and community leaders
Creating a
Some analysts hold the opinion that nowadays the essence of marketing is not a customer service, but beating business rivals; but classic definitions support another viewpoint. Philip Kotler, the world's foremost expert on the strategic practice of marketing, states that "marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit". The most comprehensive definition, in my opinion, was given by the American Marketing Association (AMA): "Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders". Chartered Institute of Marketing defines marketing as “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.
Marketing refers “ to just about any promotional activity: advertising, special events, direct mail, on-line discounts and promotions, and the like. “Marketing” means any and all ways of promoting your business. Advertising means buying space or airtime to deliver a promotional message designed to reach the general public, usually through print media, television, radio or the Internet. Of course, just about anything can carry an advertising message, including the sides of buses, bill-boards and park-benches.
Marketing is not synonymous with advertising. Packroo (2009), asserts that “Paid advertising can be part of marketing strategy but it seldom makes sense for a new nonprofit to invest precious resources on ads. Paid advertising is much more expensive – and less effective – than many cheaper (or even free) methods of getting exposure”. More efficient ways to promote your non profit include:
Coaching board members and other influential supporters to spread the word
Networking with other nonprofits, government agencies, and community leaders
Creating a