The Chartered Institute of Marketing (CIM) definition of "Marketing"

Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.

Marketing is not (just)
  • the sales support function
  • the leaflet organiser
  • the advertising spender
  • the PR organiser
  • the exhibition manager
  • the product expert
The Chartered Institute of Marketing (CIM) definition of "Marketing"
. . . although it could be all or any of these; or much more......

There are a few things I would like to draw your attention to concerning this definition

  1. It is a process, and not just the production of a single piece of promotional material.
  2. It is all about satisfying customer needs, and those companies that anticipate the needs and respond to them first and/or best will win.
  3. The marketing department does not have exclusive rights over this process. A good marketeer will ensure all departments within a company have input into this process.
  4. This process has to be profitable for the company. An obvious statement you might think but I'm sure we can all come up with examples of where this has not necessarily happened.

The following table attempts to give you an idea of the breadth of tasks involved in a marketing plan and the variation of weapons in the marketing armoury. Your plan does not need to contain all these elements but they should have at least been considered in your business planning process.

Tactics + Time & Events
Sponsorship Sales website
Advertising Direct Mail E-mail
Promotions Exhibitions  Newsgroups
PR  Price Search Engines
Literature   Directories



American Marketing Association

definition of 'marketing'

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.

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The following are a number of testimonials from satisfied clients. We are really pleased to receive these testimonials, and proudly list them here.

Thanks for the website Ian.
As you stated, I have had a steady stream of enquiries since setting me up on the internet.
Morning Ian, just a short note to say 'thankyou' for the work on my website. Not only am I pleased with the way it looks, but I could not believe it when I got my first enquiry from it only a few days after its completion. All you said would happen has indeed happened.
Thank you very much for your kind help. It is really a good advice for my marketing plan.

Thanks and best regards,
Hi Ian Just a short note to tell you we have had a very good season, an excellent sales increase so we should be ok now the autumn is here and going very soon into Winter.. . . . . . . . .
Thanks Ian. The website has certainly increased our Bookings and we look forward to next year.
Best Wishes
I am not really interested in getting back in to PPC as it cost a lot of money last time for not a lot of return. We have been without it for over a year and what you are doing is still increasing visits and turnover on the site.
Sports Outlets
Just a quick note to say I’m very interested in maintaining the website you have completed a marvellous job of so far. We are already noticing a complete change and receiving a lot higher internet inquires.
Thanks Ian
Hello Ian, came across your website via a Google search and wanted to say how impressed I am! The marketing plan template arrived within seconds of my request - it is clear, tremendously helpful and has provided me with the structure I desperately lacked as I prepare to kick off my new business on 1st September! A really super service, am sure I will be in touch again over the coming weeks to discuss other elements of your offer.

Thanks and regards

....... I have also noticed the success of extra clicks! Business is also up by at least 15 percent from last year. Regards
Owner (Dry Cleaners)

I would just like to bring a ray of sunshine to your day (well it did for me).
Since we started to work with Ian Smith, our Adwords guru, our results have improved impressively. These figures are the average across the board, ..
Our Click through rate has gone from 1% to a very credible 4.5%
Our average cost per click has dropped from 87p to 63p (just remember some clicks are still £2+).
Our average position has gone from 5.4 to 4.6
So all in all a very good result and with further input we hope to do even better.
Interior Design Retailer