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As we’ve discussed previously, one of the fundamental challenges with marketing is the lack of definition. There is a need to define marketing so it can provide a clearly articulated role within businesses and not-for-profit organisations.

Unfortunately the term marketing has been hijacked by service providers that do not provide a holistic approach. Individual components, like graphic design, logos, social media, telesales and websites do not deliver marketing.

These are individual elements that can become a form of marketing, if there is a strategic plan that integrates key messages, appearance and calls to action.

Neglecting to develop a strategic marketing plan will result in a hit or miss approach with marketing. While, some of it may work, there will be diminished outcomes, due to the lack of a cohesive approach.

We’re aiming to redefine marketing so its strategic merits are understood and appreciated. This is why we’ve introducing a series of eBooks, with our first topic exploring the definition and role of marketing.

What is Marketing?‘ explores the elements of marketing and discusses how these combine into a cohesive strategy. The eBook includes worksheet based questions to develop a practical application of the key concepts.

We are offering ‘What is Marketing?‘ as a free resource to help guide the discussion and definition of marketing, and prevent the hit and miss approach that we see far too often in businesses and not-for-profit organisations.

We will be releasing further eBooks identifying specific areas of marketing, that we believe need clarification and support. We are happy to take your suggestions on topic you would like covered. Email us at alex@synekamarketing.com.au and let us know your thoughts.

‘What is Marketing?’ is a free eBook available for downloading from our eBook Portal.

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Alex Makin

Author Alex Makin

In a career spanning over fifteen years, Alex has been instrumental in transforming, reinvigorating and growing the capacity of businesses and not-for-profit organisations. He is a visionary who understands the big picture. Alex's expertise is a Certified Practising Marketer and as Chair of the Victorian State Council of the Australian Marketing Institute. Alex is also an accomplished speaker, author and mentor and former Mayor and Councillor for the City of Maroondah.

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