Read an article in the April print version of Tijdschrift voor Marketing (Dutch only) containing an interview with Baptiest Coopmans, the new board member of KPN responsible for their consumer business. In the article, reference is made to a speech he gave at a seminar organized by the same monthly for a public of marketeers. In his speech he criticized marketeers – and I’m paraphrasing here – “that only want to be creative”. And he goes on: “A lot of people confuse marketing with product innovation and making beautiful ads. That isn’t marketing”. I agree with his point that it is all about growing in the short and long term but since when is product innovation not part of marketing? Coopmans again: “Marketing is understanding what consumers want and growing your existing business”. I would say: “Marketing is understanding what consumers want”. Period.