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All of us have heard of marketing professionals. Some of us have even worked as marketing professionals ourselves. And some

of us have probably heard of marketing agencies. But how many of us can, in all honesty say that we have heard of the term

marketing consulting? I for one hadn’t. Of course I had heard of consultants and IT consultants to be more precise, but I had

never before heard about marketing consulting as a field and what’s more, hadn’t the faintest idea who would be involved in

such an activity.

All that changed when I got onto a domestic flight and found someone sitting next to me. When we made our introductions, I

was pleasantly surprised to know that he worked for one of the largest organizations in the region. I myself had some dealing

with them and wanted to know how he figured in the scheme of things. Which is when he told me that he worked in marketing

consulting. More intrigued than anything else, I carried on a conversation with him.

Seeing that I hadn’t the faintest idea about marketing consulting as a field, he proceeded to brief me about the industry.

(Yes! It had become fashionable enough in the recent past to call the thing an industry by itself. I wonder how many people

out there actually work in the industry of marketing consulting.

According to my friend, they numbered in the hundreds of thousands!) But what exactly did someone in the marketing consulting

industry do? Well, they did marketing like anyone else. What made their professions consulting as opposed to most of us is

that they brought an element of analytics to the field.

In traditional marketing, for long people believed that if the product was good, it sold itself. This changed when it was

observed that a few salesmen with the right ideas were able to sell a whole lot more than all the others put together. Thus

was born the field of marketing. Soon, manufacturers discovered that marketing activities took up a whole lot of theior time,

leaving them with precious little to do research and development. Thus, they began to seek outsiders who could do their

marketing for them. These outsiders were pure play marketing consultants. And the one reason they were hired and paid highly

is because they came armed with several years of knowledge and acumen that they could use to enhance the profits of their pay

masters.

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