1. Marketing plays a very broad role within any given enterprise

Contrary to common belief, marketing activities include many things beyond advertising and promotional campaigns. Marketing personnel are crucial for every business as long as their vision is broad, rather than myopic. Taking a comprehensive approach to marketing from the beginning improves the chances of success. Marketing is a starting point and continuous process, not an after thought.

2. The importance of marketing extends far beyond the realm of commerce

Often times business is villainized. And the worst of the worst within the business community are the marketers. Many people share this conception, including the late Bill Hicks--an impressive conveyor of new and entertaining ideas. He was, whether he liked it or not, a purveyor and participant in marketing. Through his stand up routines he was engaging in social marketing. Not selling products, (but tickets though), rather selling ideas in a creative way. He would hate to read this, but people must realize that marketing is powerful. Power is not good or bad in and of itself, the application and use of power is what gives rise to its moral content and worth. The same goes for marketing.

3. Perspective management is crucial to parsing details and objectives

The word "market" likely conjures many images and ideas in peoples minds. However a clear characterization of that term is often hard to capture. This is because, as the article stated, there are different ways of looking at this topic. In one sense it is a communal location for commerce, virtual or physical. In another, it can be seen as a certain group of people who share common interests and characteristics. Understanding the various perspectives in marketing is crucial in order to form your own views and opinions. Without perspective reality would be a linear blur. Perspective sharpens experience, yet draws sharp and often insurmountable barriers between individuals and ideas. A comprehensive approach with an appreciation for others and their world view and vantage point is beneficial for all. Whether you're at the market, or you are the market.