April comments via rocketwatcher.com:
The categories of marketing we’ve used traditionally have been very focused on “selling”. The big 4 marketing groups-Branding, PR, Communications, and Product Marketing, reflect this inside-out, sales-oriented thinking. Even at startups traditionally “marketing” has meant communications. PR was outsourced to an agency and product marketing was assigned to product management where it was generally ignored. Helping customers buy has not been a major focus for marketing.
Jon adds via spatially relevant:
Sometimes we should be asking why things work, why things don’t work and in general why our buyers are even in the market to better address the needs of the buyer to better position offers and promotions which are actually compelling/valuable.
The "new" marketing discussion is this: instead of trying to sell, let's help people buy. After all, today's customer often know more about the products than the sales people. They need help to configure the right solution.
Buyers don't need to be sold; they need help buying.