A CEO is interviewing two candidates for the CMO slot in his mid-sized enterprise. He's running a typical American enterprise - limited resources, cutthroat competition, dwindling margins, etc., etc. The CEO asks each candidate "how do you define marketing?".
Candidate one answers:
"Marketing is ideas and actions that generate increasingly profitable market share."
Candidate two answers:
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Marketing is not a function—it is an educational process.”
So you're the CEO - who do you hire?
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