What Book Has Changed Your (Professional) Life?

• Marketing incorporates all steps of the process from research (from your situation analysis to communications audit and focus group), to planning, building leadership support, executing the strategies (communications), measuring progress versus defined benchmarks and revising the plan to reflect what you have learned from previous efforts.
• Marketing includes communications, but communications doesn’t include marketing.

This definition provides me with a clear, accessible framework for what to do when, how and why. And the imperative to take a few steps back and see marketing as a large, interconnected system, rather than a series of communications.