• The Difference Between Selling and Marketing

    Insider has a well-worn copy of Theodore Levitt’s The Marketing Imagination.   Levitt contrasts selling with marketing:

    Selling Marketing
    Focus on Seller Focus on buyer.
    Wants to turn a product into cash Wants to satisfy the needs of the customer.
    One product Product clusters

    The best companies create and keep customers with effective marketing.

    Which brings Insider to the Fairway billboard shown above.  Businesses don’t buy billboards because they love steel.  They buy billboards to solve the problem of how to tell their story to clients and prospects.  Billboards are only one way to do this.   Fairway’s Outdoor Extended program is helping clients tell their story on billboards, on mobile, on the web, wherever it needs to be told.  It’s the difference between selling and marketing.

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