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What is Kinship?

After years of meeting in coffee shops discussing the challenges facing both marketing work and marketing education, we decided that talk is cheap, but our coffee bills are not. 

Kinship first and foremost is a movement.   We have a wide-eyed vision; to reverse decades of miseducation and misrepresentation of the marketing function within business schools and business practice.  

But for now we're content pursuing a more pragmatic approach, and that is to talk about these issues in a weekly session we call:

THE KINSHIP SESSIONS


Join Us!

We want to start a conversation about education, marketing, entrepreneurship and all things in between. Send us an email to become part of the Kinship movement.

Here is what we think of: MARKETING

Definition of Marketing:

The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (American Marketing Association)

Widely Held Perception of Marketing: 

Communicating messages from a company through advertising, public relations, social media or other channels.

Where did it go wrong?  

As MBA's teaching marketing in post-secondary institutions, authoring textbooks for major academic publishing houses, and consulting in the field of marketing, we frequently find ourselves defining marketing to students and clients, who, ironically, all have the same misunderstanding of what marketing is.  

Students are stunned (as much as a student has the capacity to express "stunnedness") to learn that their idea, that facebook posts equals marketing, is monumentally misguided.  

Clients often take offence, when they bring us in to do marketing, and we say, "mind if we look under the hood?"  The sentiment is that, as marketing consultants, we are hired to spread the word, and not mess with the product.