What is the most important word in marketing?

Of course, there isn't a definitive answer but this makes for good reading AND discussion with your marketing people.

Thanks to Scott Ginsburg for collecting these and posting them.

See the list

By the way, Scott has worn a name tag for 1,772 days (and counting).

Suggestion: Have your marketing people read this and present an Oral Report to your executive team on what they (the story-tellers) believe to be the most important marketing word as it relates to your organization. You AND they will gain from the exercise.

You'll gain by learning something about their thought patterns and they'll gain by taking time to verbalize ideas that have been banging about in their heads.