Marketing is everybody’s business by George Gresham.
The message of this article is that marketing is an all-inclusive activity that corresponds beyond the conventional understanding of marketing as an end result activity. Gresham argues that marketing is a comprehensive activity that initiated upon the identification of the customer’s needs or the market needs. Marketing is multi departmental activity begins at the production stage and ends with the initiation of new product for the market. Gresham affirms that marketing is necessary to realize profits particularly since without good marketing, realization of profit is inhibited.
The second paragraph tells us the audience is a group of people with limited business experience. We know this because the writer gives details that would have otherwise been hidden if the audience were insiders in the field of marketing. Details such as the description of new ventures, company strategic direction, and marketing should be words that do need to be described to insiders in finance. One gets the feeling that Gresham is addressing new recruits in a company or soon to be project managers. In the third paragraph, we discover that the audience is made up of project managers or engineers since he talks about the computability of different departments. The fourth paragraph talks about the skills and abilities of the individuals that ought to be employed in different organizations so that the success of marketing can be a reality.
For the most part, the essay provides a well and detailed account on how a company can organize itself to reap profit. The value that the reader gets from this passage is that marketing is not and end of product process activity but rather a process that begins with the identification and study of the market environment. The writer also makes a case that the role of efficiency and obligation to work and organization on the realization of good marketing and increasing turnover.