I think Neil Russell-Jones strikes the nail perfectly in his introduction to the Marketing Pocketbook:
‘Marketing is not a department or a group of people.It is an ethos, that is a type of thinking that must flow throughout an organisation and permeate every aspect of its operations.’
What he means is that we should not leave marketing to ‘the marketers’ and we should not consider it a distinct activity from any other aspect of running our business. Every aspect of every organisation from a multi-million-mega-corp to a sole-trader; and from the biggest Government department to the smallest cog in the Big Society machine needs to reflect the need to get a positive message out.
The game has changed: the rules are the same
The game of marketing has changed out of all recognition in the last ten years. The web and social media marketing channels have taken over and present us all with a huge amount to learn about how to use them effectively. Luckily, for the moment, the rules are the same – in the sense that they are defined by human psychology.