Because the term marketing is commonly interpreted to mean only the process of promotion of a company, I use the term engagement marketing to explain the process of listening to customers and taking action on what they have heard. To me engagement marketing covers each of the four P's of marketing including promotion. Engagement marketing really means "marketing," but it is better to support or coin another marketing related phrase such as "engagement marketing," in order to explain how the process of marketing works best when a strategy of listening and taking action upon what a company has learned as a result of what is learned is used.
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