Marketing Importance

Kirloskar Institute of Advanced Management Studies

Article for Chanakya ON

“Marketing”

I get amazed by a couple of my friends that understand my take on marketing and its potential role in the world. That laugh whenever I mention that marketing can change the world. I have to admit that the laughter is a little frustrating. Maybe I have missed my opportunity to explain my thinking. Maybe I am being to idealistic. But the fact of the matter is that I truly feel that marketing can be used to change the world for the better.

Another important reason for learning about marketing is that marketing is all around us and affects almost every aspect of our daily life. The products we buy, the stores where we shop, that constant barrage of advertising we are exposed to, are all part of marketing. Further, the newspapers and magazines we read, as well as the radio programmers we listen to and the television shows we watch are largely paid for by advertisers – again, part of marketing. Even our job resume are part of a marketing campaign to sell ourselves to some employer. An additional reason for studying marketing is that there are many exciting and rewarding career opportunities available to us in marketing. Particularly in consumer goods companies, marketing is often the route to the top executive’s position. At several points we will find information describing career opportunities in various areas of marketing, such as sales, advertising, product management, marketing research, physical distribution and so forth.

For those of us who are seeking non-marketing positions in business, we will no doubt, have to work with people who are involved in marketing. Knowing something about marketing will help us relate better to those people and probably will also help us perform our own jobs more effectively. And, in the final analysis, a company that cannot successfully market its products will have no need for accountants, computer programmers, financial managers,...