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Kotler who I'm sure has something to say on the subject that he could probably spread over 400 odd pages.

Operative marketing involves the processes of market research, market segmentation, new product development, product life cycle management, pricing, channel management as well as promotion. It's in Wikipedia so it must be true.

So, if you think of it within that context, you can say that Advertising and Public Relations are part of Marketing and Media Planning is simply a part of Advertising, which is part of Marketing. And there's a load of other parts as well. Next.

2. Marketing is still confused with Communication - This common mistake is, again, the result of sufficient understanding of Marketing. Marketing professionals are often thought to be responsible for creating advertisements, logos, slogans. What people usually see is the mere top of the iceberg, forgetting that there is a product, a price and a distribution strategy to be developed before even thinking of advertising.

REPLY : Yes, that would have all been covered in point 1. if you'd covered it properly.

3. Under- or overestimating the role of the marketer - On one hand, the marketer is often seen as a must-have within a company, but (s)he has an indefinite role and ends up doing a little of everything (Marketing, Advertising, Public Relations, Customer Care, Account Management etc.) On the other hand we might be faced with the other extreme, where the marketer is an omniscient, all-powerful creature eclipsing everyone else.

REPLY : Look, hiring one person as the "Marketing Dude" and expecting them to do all of the above is quite simply stupid. Okay, many organisations do it, but that's because some of them are run by very Marketing ignorant people. Enterprising and informed within their own field, but ignorant when it comes to Marketing.

Marketing needs to be part of every employee's role. If the entire organisation is not thinking about ways to create and sell new products that satisfy customer needs then it is all going to fall on it's arse. If your CEO says he is going to produce what he wants when he wants whether people want it or not because damn it, he feels they should need it, you're facing an uphill battle because you've been kept out of the decision on product and placement which leaves you with two Marketing P's - two P's too few.

Ideally, the CEO thinks about Marketing. If he doesn't, you will face the fundamental problem that he is not concerned with a customer connection and is

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