Do You “Do” Marketing?

A friend of mine was telling me about a business owner she knows that proudly states that he doesn't “DO” marketing.

I’d love to talk to the guy, because I want to understand what he means.

Is he running his business by the “Field of Dreams” method of marketing – build it and they will come?

Has he been burned by people selling him yellow pages ads, or direct mail campaigns, or social media, or some other channel, and he got diddly-squat from those efforts?

Is he just an introverted kinda guy, happy to have enough business to pay the rent and working off of referral and drive-by business (both of which are marketing, but let’s pretend it isn’t – same deal with Chamber membership and a listing in any kind of business directory).

Because, honestly, marketing encompasses all activities that involve exchanging goods and services for money.  ALL of them.

Don’t believe me – believe the standard definition from Dictionary.com: Marketing

So, no matter what, if you’re in business, you do marketing.

Will you do it with purpose and a plan?  Or will you just throw things out there and hope for the best?

Which method do you think would be more successful?

(Of course I know the answer, but I’d love your feedback on this one).