Abstract
Marketers are similar in nature to the Martians in War of the Worlds who studied human beings carefully with an eye toward using them for their own purposes: the Martians to suck people’s blood, the marketers to sell people goods and services. Several definitions of marketing are offered and marketing is contrasted with advertising and it is suggested that there is a symbiotic relationship between the two. A case study of the relationship between marketing and advertising is offered by Fred Goldberg in his analysis of the California Cooler campaign. This is followed by a discussion of the amount of media spending on advertising and a list of speculations about the impact of marketing on American culture and society. Finally, there is an exploration of some different academic disciplines and the way they look at marketing and advertising.
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