#3.1 Why Marketing? … To Help Drive Sales v1.0
Why Do We Need Marketing? We need Marketing to help drive Sales. One of the roles of marketing in an organization is to support the sales process to win new business and to upsell to existing customers. Marketing also has a role to make it easier for the customers to make purchasing decisions. Marketing must understand the value proposition well enough to be able to explain to the customer.
Philip Kotler, who published the widely adopted marketing textbook titled, “Marketing Management: Analysis, Planning and Control” ….. in 1967 was quoted as saying ….. “Marketing is the science and art of exploring and creating, and delivering value to satisfy the needs of a target market at a profit.” A company’s marketing strategy has the fundamental objective of creating sales ….. while achieving a sustainable competitive advantage for the medium to long term. The key objectives of digital marketing are to build brand value, engage customers in an unforgettable way, ….. build customer preference and customer loyalty and increase sales through the different digital marketing tools and techniques..
