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Perhaps I’m just piddling in semantics, but it really bothers me when the “marketing” term is applied to any and every customer-facing activity. Lately it seems that anyone with a Twitter account is considered “doing marketing.”

The McKinsey Quarterly, published by the international management consultancy McKinsey & Company, is the latest to elevate the claim that “we’re all marketers now” with an article of the same name.  In fact, authors Tom French, Laura LaBerge, and Paul Magill make some relatively lofty proclamations (emphasis original):