The definition of Marketing can vary according to the version of each of the thinkers of this discipline. On the different conceptions that the most recognized authors have about it, personally, my favorite corresponds to Phillip Kotler, in which he describes marketing as the “Process by which companies create value for customers, and establish solid relationships with them, obtaining in return the value of the clients ”.
This simple approach embodies the philosophical principle of marketing, which implies that organizations must serve the people they have chosen as their target market.
This means taking the trouble to really investigate what the clients who choose to serve are interested in, what they value, what their current and future needs and desires are, both manifest and latent, as well as their deeper motivations, even if they are not. explicit, and based on that, design the right product or service for them, establishing long-term links by offering them something that exceeds their expectations and that gives them added value, benefiting society as a whole with their actions by giving it a focus Social.
In return, customers, in reciprocity, according to their economic capacity and the value they give to the product or service in question, will be willing to pay to continue enjoying that which satisfies their needs and desires, allowing the organization to obtain the necessary resources to continue serving and delighting a greater number of people.
Marketing, understood as an “exchange of value” for it to be real, has to be practiced first within the organization, as there is an exchange of value between the organization and its collaborators, that is, between work, results and remuneration, between effort and recognition, so that, as a whole, the entire organization, well aligned to the inside, can focus its efforts on the outside, serving and delighting its customers.
Unfortunately in some painful cases, marketing is misunderstood as "techniques to sell more" in others they refer to "it is just advertising", and in the most serious cases it is erroneously referred to as "creating needs" or "techniques for the people buy what they don't need ”, without taking into account that the main points of the true philosophy of marketing are: satisfy, delight, provide a superior value in a convenient and affordable way, communicate properly through useful and interesting content for the segment made up of the people whom it has been decided to serve.
