co Where Does Marketing Begin, Or End? |

A quote from Peter Drucker:

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Where does marketing really begin? As management guru Peter Drucker stated it, “Marketing is the whole business seen from the customer’s point of view.” Put another way, every single interaction the customer has with your business can and should be seen as marketing.

If this is true, and I believe it is, then there is no beginning or end to marketing. Everything you do is marketing. Customer service. Shipping. Selling. Labeling boxes. Dumping the garbage. And …

OK, did I go overboard?

If marketing is your whole business as seen from the customer’s point of view then everything you do has an impact on that. You can’t minimize any aspect of your business without affecting the whole. That should put a new twist on what is important for your business, right?

Instead of thinking of marketing as communicating with your customers, you should also be thinking about it as your customer hiding behind a tree and watching you work, oblivious to their presence. Would you act that way if your customer was present? Would you throw that item in the garbage if your customer was present? Would you put that item on the half-off shelf if your customer know why you were doing it?

It is important to think about these issues because your customers could find out things about your business you don’t want them to know. There is always somebody watching. And it’s important in this day and age to stay competitive, which means beating your competition in every way possible – even at the Watch Me game.