MARKETING SPEAK: AN UNCOMMON LANGUAGE

Many non-marketers tend to regard marketing as more art than science. Or, at least, if they admit it is a science at all, it must be one of the "softer" ones. This all implies that learning marketing, including the language of marketing, should be a lot less complex than, say, learning engineering and the language of engineering. Trouble is, the language of marketing is not at all as clear as it could be. Multiple terms are used interchangeably to mean the same things (when, in fact, these terms are not always exactly the same things). In other words, marketing is much more of an "uncommon language" than it is a common one - so it seems in many marketing organizations. That's the dilemma we consider in this week's Dispatches.

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Marketing-SpeakAnUncommonLanguage.pdf (PDF File)