A CEO is interviewing two candidates for the CMO slot in his
mid-sized enterprise. He’s running a typical American enterprise –
limited resources, cutthroat competition, dwindling margins, etc., etc.
The CEO asks each candidate "how do you define marketing?".
Candidate one answers:
"Marketing is ideas and actions that generate increasingly profitable market share."
Candidate two answers:
“Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering,
and exchanging offerings that have value for customers, clients,
partners, and society at large. Marketing is not a function—it
is an educational process.”
So you’re the CEO – who do you hire?
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