"... [As professional marketers and members of The American Marketing Association] we have a responsibility not only to be honest and ethical with our customers, but also with our colleagues and all those with whom we come in contact throughout the course of our work.
We seek to serve others and one another while we also seek ways to increase the value and perception of marketing as a strategic business function.
This brings us to an interesting question:
'Who is a professional marketer?'
A professional marketer is at his or her heart a student of behavioral science. As marketers our fundamental goal is to change human behavior in some way.Now don't get me wrong. I'm not talking about being deceptive or manipulative or tricking somebody into buying something they don't want.
No.
A marketer understands that he must deliver superior value to his customers.
A marketer understands that the best product in the world will not sell a single unit unless the value of that product is clearly understood and clearly communicated to those who might want it.
A marketer is not after a single transaction but is interested in a long-term relationship with customers in which both parties benefit and continue to provide value to one another over the long-term.
A marketer is an experimenter. She is a methodical tester and a constant measurer.
A marketer always tries to learn from her mistakes so she can come back tomorrow to build even greater value into her offering.
A marketer is a strategist, a scientist, planner, a creator and a bit of a dreamer.
A marketer is a concise communicator who can tap emotion and tell a compelling story through a variety of media.
Lastly, a true professional marketer clearly demonstrates that acquiring a product or service is more beneficial than living without it."
Copyright 2005, Dave Dolak. All rights reserved.
