The key message George is transmitting to the reader is that marketing is not only an affair of those perceived to be marketers in an organization. The author sees this as a stereotype and encourages us other department in any organization to get into marketing in order to achieve the goals of any organization. Another important message the author brings out clearly is the idea that marketing is “equal to product promotion” (Gresham, 2010). To him marketing also includes promotions and advertising and he emphasizes that these are key elements for any product to reach the level of being consumed as the final product. Generally in any organization, everybody should be involved in marketing. All working departments such as; engineering, finance should be involved.
The primary audience targeted by George is all people in business organization who may not be directly or indirectly be in the marketing department. Such are people who technically are not marketers such as Engineers, technicians and probably other stakeholders. The message is sent to this audience to let them know the success of any organization depends on everybody in such an organization and that it is not a work of one department. Everybody in an organization must embrace team work, “project management, team dynamics and negotiation” (Gresham, 2010). Here the author is emphasizing the importance of everybody in an organization to ensure they have a remarkable knowledge of what another department engages in to and participate in above all marketing to assist in achieving the goals of an organization.
Lastly the author shows the importance role played by the team leaders which mainly consists of the managers. He asserts that the manager must be alert to the outside world and ensure that the organization takes advantage of any opportunity which may come for their advantage. They should pay attention to everything taking place in the political world and also legal policies which upon change may cause a challenge to an organization. The author implies that political change may lead to change in the way an organization does its business depending on its preparedness to deal with negative implications which may arise. There is also another point brought out by the author and this is the idea that everybody must be play a role in marketing especially when new and competitive products are introduced in the market, technology may also advance and every organization may also need to embrace new technology to compete with other institutions.
It is true that each person should play a role where marketing is concerned in any organization. This can no longer continue to be a one department’s affair. For instance it is easy to think that the engineering department is not involved in marketing but this is not the case because this are the people who perhaps embrace technology to ensure that production of quality products takes place. Each participant in the organization must do a perfect work which markets itself. The key thing is that each organization must embrace marketing in all departments and that every department should be intrinsically motivated to engage in it. This makes marketing everybody’s business in any institution. The author conveyed his message by showing the methodology on how everybody in an institution can be involved in marketing. This message is quite important to any reader who is interested in the wellbeing of an organization.
Gresham, G. (2010).Marketing is everybody’s business. Jacksonville Business Journal. Vol. n/a (Issue no. n/a) p. 396- 3502.