Marketing is "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."^[1]

For business to consumer marketing it is "the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return". For business to business marketing it is creating value, solutions, and relationships either short term or long term with a company or brand. It generates the strategy that underlies sales techniques, business communication, and business developments.^[2] It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.^[2]

Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.^{[citation needed]} The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.^{[citation needed]}

The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions.^[3] It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.^[3]

The term developed from an original meaning which referred literally to going to a market to buy or sell goods or services. Seen from a systems point of view, sales process engineering marketing is "a set of processes that are interconnected and interdependent with other functions,^[4] whose methods can be improved using a variety of relatively new approaches."

Further definitions[link]

The Chartered Institute of Marketing defines marketing as "the management process responsible for identifying, anticipating and satisfying customer requirements profitably."^[5] A different concept is the value-based marketing which states the role of marketing to contribute to increasing shareholder value.^[6] In this context, marketing is defined as "the management process that seeks to maximize returns to shareholders by developing relationships with valued customers and creating a competitive advantage."^[6]

Marketing practice tended to be seen as a creative industry in the past, which included advertising, distribution and selling,Merchandise support. However, because the academic study of marketing makes extensive use of social sciences, psychology, sociology, mathematics, economics, anthropology and neuroscience, the profession is now widely recognized as a science, allowing numerous universities to offer Master-of-Science (MSc) programmes. The overall process starts with marketing research and goes through market segmentation, business planning and execution, ending with pre- and post-sales promotional activities. It is also related to many of the creative arts. The marketing literature is also adept at re-inventing itself and its vocabulary according to the times and the culture.

Browne (2010) reveals that supermarkets spend millions of dollars intensively researching and studying consumer behaviour. Their aim is to make sure that shoppers leave their stores spending much more than they originally planned. ‘Choice’ examined the theory of trolleyology finding that many shoppers instinctively look to the right when they’re in the supermarket.

Supermarkets move products around to confuse shoppers, the entry point is another marketing tactic. Consumer psychologist Dr. Paul Harrison (cited in Browne, 2010) states that supermarkets are constantly using different methodologies of selling. One method is performing regular overhauls changing the locations of products all around to break habitual shopping, and break your budget. Harrison also contends that people who are shopping in a counter clockwise direction are likely to spend more money than people shopping in a clockwise direction. Consumer psychologists (cited in Browne, 2010) reported that most people write with their right hand, thus it is a biological trait that people have the tendency of veering to the right when shopping, it is understood that supermarkets capitalize on this fact. Found on the capturing right-hand side are usually appealing products that a shopper might impulsively buy e.g. an umbrella when the weather is dull.^[7]

Evolution of marketing[link]

An orientation, in the marketing context, related to a perception or attitude a firm holds towards its product or service, essentially concerning consumers and end-users. Throughout history, marketing has changed considerably in conjunction with consumer tastes.^[8]

Earlier approaches[link]

The marketing orientation evolved from earlier orientations, namely, the production orientation, the product orientation and the selling orientation.^[8][9]

Contemporary approaches[link]

Recent approaches in marketing include relationship marketing with focus on the customer, business marketing or industrial marketing with focus on an organization or institution and social marketing with focus on benefits to society.^[10] New forms of marketing also use the internet and are therefore called internet marketing or more generally e-marketing, online marketing, search engine marketing, desktop advertising or affiliate marketing. It attempts to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing. Internet marketing is sometimes considered to be broad in scope, because it not only refers to marketing on the Internet, but also includes marketing done via e-mail and wireless media.

Customer orientation[link]

Constructive criticism helps marketers adapt offerings to meet changing customer needs.

A firm in the market economy survives by producing goods that persons are willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm's future viability and even existence as a going concern. Many companies today have a customer focus (or market orientation). This implies that the company focuses its activities and products on consumer demands. Generally, there are three ways of doing this: the customer-driven approach, the market change identification approach and the product innovation approach^{[citation needed]}.

In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the consumer. The rationale for this approach is that there is no reason to spend R&D funds developing products that people will not buy. History attests to many products that were commercial failures in spite of being technological breakthroughs.^[11]

A formal approach to this customer-focused marketing is known as SIVA^[12] (Solution, Information, Value, Access). This system is basically the four Ps renamed and reworded to provide a customer focus. The SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps supply side model (product, price, placement, promotion) of marketing management.

If any of the 4Ps were problematic or were not in the marketing factor of the business, the business could be in trouble and so other companies may appear in the surroundings of the company, so the consumer demand on its products will decrease. However, in recent years service marketing has widened the domains to be considered, contributing to the 7P's of marketing in total. The other 3P's of service marketing are: process, physical environment and people.

Some qualifications or caveats for customer focus exist. They do not invalidate or contradict the principle of customer focus; rather, they simply add extra dimensions of awareness and caution to it.

The work of Christensen and colleagues^[13] on disruptive technology has produced a theoretical framework that explains the failure of firms not because they were technologically inept (often quite the opposite), but because the value networks in which they profitably operated included customers who could not value a disruptive innovation at the time and capability state of its emergence and thus actively dissuaded the firms from developing it. The lessons drawn from this work include:

• Taking customer focus with a grain of salt, treating it as only a subset of one's corporate strategy rather than the sole driving factor. This means looking beyond current-state customer focus to predict what customers will be demanding some years in the future, even if they themselves discount the prediction.
• Pursuing new markets (thus new value networks) when they are still in a commercially inferior or unattractive state, simply because their potential to grow and intersect with established markets and value networks looks like a likely bet. This may involve buying stakes in the stock of smaller firms, acquiring them outright, or incubating small, financially distinct units within one's organization to compete against them.

Other caveats of customer focus are:

• The extent to which what customers say they want does not match their purchasing decisions. Thus surveys of customers might claim that 70% of a restaurant's customers want healthier choices on the menu, but only 10% of them actually buy the new items once they are offered. This might be acceptable except for the extent to which those items are money-losing propositions for the business, bleeding red ink. A lesson from this type of situation is to be smarter about the true test validity of instruments like surveys. A corollary argument is that "truly understanding customers sometimes means understanding them better than they understand themselves." Thus one could argue that the principle of customer focus, or being close to the customers, is not violated here—just expanded upon.
• The extent to which customers are currently ignorant of what one might argue they should want—which is dicey because whether it can be acted upon affordably depends on whether or how soon the customers will learn, or be convinced, otherwise. IT hardware and software capabilities and automobile features are examples. Customers who in 1997 said that they would not place any value on internet browsing capability on a mobile phone, or 6% better fuel efficiency in their vehicle, might say something different today, because the value proposition of those opportunities has changed.

Organizational orientation[link]

In this sense, a firm's marketing department is often seen as of prime importance within the functional level of an organization. Information from an organization's marketing department would be used to guide the actions of other departments within the firm. As an example, a marketing department could ascertain (via marketing research) that consumers desired a new type of product, or a new usage for an existing product. With this in mind, the marketing department would inform the R&D department to create a prototype of a product/service based on consumers' new desires.

The production department would then start to manufacture the product, while the marketing department would focus on the promotion, distribution, pricing, etc. of the product. Additionally, a firm's finance department would be consulted, with respect to securing appropriate funding for the development, production and promotion of the product. Inter-departmental conflicts may occur, should a firm adhere to the marketing orientation. Production may oppose the installation, support and servicing of new capital stock, which may be needed to manufacture a new product. Finance may oppose the required capital expenditure, since it could undermine a healthy cash flow for the organization.

Herd behavior[link]

Herd behavior in marketing is used to explain the dependencies of customers' mutual behavior. The Economist reported a recent conference in Rome on the subject of the simulation of adaptive human behavior.^[14] It shared mechanisms to increase impulse buying and get people "to buy more by playing on the herd instinct." The basic idea is that people will buy more of products that are seen to be popular, and several feedback mechanisms to get product popularity information to consumers are mentioned, including smart card technology and the use of Radio Frequency Identification Tag technology. A "swarm-moves" model was introduced by a Florida Institute of Technology researcher, which is appealing to supermarkets because it can "increase sales without the need to give people discounts." Other recent studies on the "power of social influence" include an "artificial music market in which some 19,000 people downloaded previously unknown songs" (Columbia University, New York); a Japanese chain of convenience stores which orders its products based on "sales data from department stores and research companies;" a Massachusetts company exploiting knowledge of social networking to improve sales; and online retailers who are increasingly informing consumers about "which products are popular with like-minded consumers" (e.g., Amazon, eBay).

Further orientations[link]

• An emerging area of study and practice concerns internal marketing, or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers, see also employer branding.
• Diffusion of innovations research explores how and why people adopt new products, services, and ideas.
• With consumers' eroding attention span and willingness to give time to advertising messages, marketers are turning to forms of permission marketing such as branded content, custom media and reality marketing.

Marketing research[link]

Marketing research involves conducting research to support marketing activities, and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm's marketing environment and attain information from suppliers. Marketing researchers use statistical methods such as quantitative research, qualitative research, hypothesis tests, Chi-squared tests, linear regression, correlations, frequency distributions, poisson distributions, binomial distributions, etc. to interpret their findings and convert data into information. The marketing research process spans a number of stages, including the definition of a problem, development of a research plan, collection and interpretation of data and disseminating information formally in the form of a report. The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information.

A distinction should be made between marketing research and market research. Market research pertains to research in a given market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Thus, market research is a subset of marketing research.

Marketing environment[link]

The market environment is a marketing term and refers to factors and forces that affect a firm’s ability to build and maintain successful relationships with customers.Three levels of the environment are: Micro (internal) environment - ma forces within the company that affect its ability to serve its customers. Meso environment – the industry in which a company operates and the industry’s market(s). Macro (national) environment - larger societal forces that affect the microenvironment.^[15]

Market segmentation[link]

Market segmentation pertains to the division of a market of consumers into persons with similar needs and wants. For instance, Kellogg's cereals, Frosties are marketed to children. Crunchy Nut Cornflakes are marketed to adults. Both goods denote two products which are marketed to two distinct groups of persons, both with similar needs, traits, and wants.

Market segmentation allows for a better allocation of a firm's finite resources. A firm only possesses a certain amount of resources. Accordingly, it must make choices (and incur the related costs) in servicing specific groups of consumers. In this way, the diversified tastes of contemporary Western consumers can be served better. With growing diversity in the tastes of modern consumers, firms are taking note of the benefit of servicing a multiplicity of new markets.

Market segmentation can be defined in terms of the STP acronym, meaning Segment, Target and Position.^{[citation needed]}

Types of Market Research[link]

Market research, as a sub-set aspect of marketing activities, can be divided into the following parts:

• Primary research (also known as field research), which involves the conduction and compilation of research for a specific purpose.
• Secondary research (also referred to as desk research), initially conducted for one purpose, but often used to support another purpose or end goal.

By these definitions, an example of primary research would be market research conducted into health foods, which is used solely to ascertain the needs/wants of the target market for health foods. Secondary research in this case would be research pertaining to health foods, but used by a firm wishing to develop an unrelated product.

Primary research is often expensive to prepare, collect and interpret from data to information. Nevertheless, while secondary research is relatively inexpensive, it often can become outdated and outmoded, given that it is used for a purpose other than the one for which it was intended. Primary research can also be broken down into quantitative research and qualitative research, which, as the terms suggest, pertain to numerical and non-numerical research methods and techniques, respectively. The appropriateness of each mode of research depends on whether data can be quantified (quantitative research), or whether subjective, non-numeric or abstract concepts are required to be studied (qualitative research).

There also exist additional modes of marketing research, which are:

• Exploratory research, pertaining to research that investigates an assumption.
• Descriptive research, which, as the term suggests, describes "what is".
• Predictive research, meaning research conducted to predict a future occurrence.
• Conclusive research, for the purpose of deriving a conclusion via a research process.

Marketing planning[link]

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The marketing planning process involves forging a plan for a firm's marketing activities. A marketing plan can also pertain to a specific product, as well as to an organization's overall marketing strategy. Generally speaking, an organization's marketing planning process is derived from its overall business strategy. Thus, when top management are devising the firm's strategic direction or mission, the intended marketing activities are incorporated into this plan. There are several levels of marketing objectives within an organization. The senior management of a firm would formulate a general business strategy for a firm. However, this general business strategy would be interpreted and implemented in different contexts throughout the firm.

Marketing strategy[link]

The field of marketing strategy encompasses the strategy involved in the management of a given product.

A given firm may hold numerous products in the marketplace, spanning numerous and sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively manage such products. Evidently, a company needs to weigh up and ascertain how to utilize its finite resources. For example, a start-up car manufacturing firm would face little success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other large global car maker. Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of divest, or a ceasing of production, may be made. Each scenario requires a unique marketing strategy. Listed below are some prominent marketing strategy models.

A marketing strategy differs from a marketing tactic in that a strategy looks at the longer term view of the products, goods, or services being marketed. A tactic refers to a shorter term view. Therefore, the mailing of a postcard or sales letter would be a tactic, but a campaign of several postcards, sales letters, or telephone calls would be a strategy.

Marketing specializations[link]

With the rapidly emerging force of globalization, the distinction between marketing within a firm's home country and marketing within external markets is disappearing very quickly. With this in mind, firms need to reorient their marketing strategies to meet the challenges of the global marketplace, in addition to sustaining their competitiveness within home markets.^[16]

Buying behaviour[link]

A marketing firm must ascertain the nature of customers' buying behavior if it is to market its product properly. In order to entice and persuade a consumer to buy a product, marketers try to determine the behavioral process of how a given product is purchased. Buying behavior is usually split into two prime strands, whether selling to the consumer, known as business-to-consumer (B2C), or to another business, known as business-to-business (B2B).

B2C buying behaviour[link]

This mode of behaviour concerns consumers and their purchase of a given product. For example, if one imagines a pair of sneakers, the desire for a pair of sneakers would be followed by an information search on available types/brands. This may include perusing media outlets, but most commonly consists of information gathered from family and friends. If the information search is insufficient, the consumer may search for alternative means to satisfy the need/want. In this case, this may mean buying leather shoes, sandals, etc. The purchase decision is then made, in which the consumer actually buys the product. Following this stage, a post-purchase evaluation is often conducted, comprising an appraisal of the value/utility brought by the purchase of the sneakers. If the value/utility is high, then a repeat purchase may be made. This could then develop into consumer loyalty to the firm producing the sneakers.

B2B buying behaviour[link]

Relates to organizational/industrial buying behavior.^[17] Business buy either wholesale from other businesses or directly from the manufacturer in contracts or agreements. B2B marketing involves one business marketing a product or service to another business. B2C and B2B behavior are not precise terms, as similarities and differences exist, with some key differences listed below:

In a straight re-buy, the fourth, fifth and sixth stages are omitted. In a modified re-buy scenario, the fifth and sixth stages are precluded. In a new buy, all stages are conducted.

Use of technologies[link]

Marketing management can also rely on various technologies within the scope of its marketing efforts. Computer-based information systems can be employed, aiding in better processing and storage of data. Marketing researchers can use such systems to devise better methods of converting data into information, and for the creation of enhanced data gathering methods. Information technology can aid in enhancing an MKIS' software and hardware components, and improve a company's marketing decision-making process.

In recent years, the notebook personal computer has gained significant market share among laptops, largely due to its more user-friendly size and portability. Information technology typically progresses at a fast rate, leading to marketing managers being cognizant of the latest technological developments. Moreover, the launch of smartphones into the cellphone market is commonly derived from a demand among consumers for more technologically advanced products. A firm can lose out to competitors should it ignore technological innovations in its industry.

Technological advancements can lessen barriers between countries and regions. Using the World Wide Web, firms can quickly dispatch information from one country to another without much restriction. Prior to the mass usage of the Internet, such transfers of information would have taken longer to send, especially if done via snail mail, telex, etc.

Recently, there has been a large emphasis on data analytics. Data can be mined from various sources such as online forms, mobile phone applications and more recently, social media.

Services marketing[link]

Services marketing relates to the marketing of services, as opposed to tangible products. A service (as opposed to a good) is typically defined as follows:

• The use of it is inseparable from its purchase (i.e., a service is used and consumed simultaneously)
• It does not possess material form, and thus cannot be touched, seen, heard, tasted, or smelled.
• The use of a service is inherently subjective, meaning that several persons experiencing a service would each experience it uniquely.

For example, a train ride can be deemed a service. If one buys a train ticket, the use of the train is typically experienced concurrently with the purchase of the ticket. Although the train is a physical object, one is not paying for the permanent ownership of the tangible components of the train.

Services (compared with goods) can also be viewed as a spectrum. Not all products are pure goods, nor are all pure services. An example would be a restaurant, where a waiter's service is intangible, but the food is tangible.

See also[link]

• Advertising
• Consumer behaviour
• Consumer confusion
• Demand chain
• Distribution (Placement)
• Family in advertising
• List of marketing terms
• Market segmentation
• Megamarketing
• Multicultural marketing
• Outline of marketing
• Positioning
• Pricing
• Product
• Promotion (marketing)
• Real-time marketing

References[link]

Bibliography[link]

Works cited[link]

• Christensen, Clayton M. (1997), The innovator's dilemma: when new technologies cause great firms to fail, Boston, Massachusetts, USA: Harvard Business School Press, ISBN 978-0-87584-585-2, http://books.google.com/books/about/?id=SIexi_qgq2gC. 

Further reading[link]

Look up marketing in Wiktionary, the free dictionary.

Wikiquote has a collection of quotations related to: Marketing

William Melvin "Bill" Hicks (December 16, 1961 – February 26, 1994) was an American stand-up comedian, social critic, satirist, and musician. His material largely consisted of general discussions about society, religion, politics, philosophy, and personal issues. Hicks' material was often controversial and steeped in dark comedy. In both his stand-up performances and during interviews, he often criticized consumerism, superficiality, mediocrity, and banality within the media and popular culture, describing them as oppressive tools of the ruling class, meant to "keep people stupid and apathetic".^[1]

Hicks was 16 years old when he started performing stand-up comedy at the Comedy Workshop in Houston, Texas, in 1978. During the 1980s he toured the United States extensively and performed a number of high profile television appearances. It was in the UK, however, where Hicks first amassed a significant fan base, packing large venues with his 1991 tour.^[2] Hicks died of pancreatic cancer in 1994 at the age of 32. In the years after his death, his work and legacy achieved acclaim in creative circles. In 2007 he was voted the fourth-greatest stand-up comic on the UK's 100 Greatest Stand-Ups on Channel 4, and appeared again in the updated 2010 list as the fourth-greatest comic.^[3]

Early life[link]

Born in Valdosta, Georgia, Bill Hicks was the son of Jim and Mary (Reese) Hicks and had two elder siblings: sister Lynn and brother Steve. The family lived in Florida, Alabama, and New Jersey, before settling in Houston, Texas when Hicks was seven. He was raised in the Southern Baptist faith, where he first began performing as a comedian for other children at Sunday School.^[4]

Hicks was drawn to comedy at an early age, emulating Woody Allen and Richard Pryor, and writing routines with his friend Dwight Slade. Worried about his behavior, his parents took him to a psychoanalyst at age 17 but, according to Hicks, after one session the psychoanalyst informed him that "...it's them, not you."^[4]

His mother described Hicks's early interest in comedy on The Late Show with David Letterman on January 30, 2009:

He always said up until the time he got interested in comedy that he was going to Texas A&M to be a vet. He loved animals and that's what he wanted to do. And then he got interested in watching Johnny Carson and he read books about Woody Allen, so he got interested in that. He said that he saw Johnny Carson on TV and he thought, "You mean you can make a living doing that?" So he decided that's what he would do.^[5]

Career[link]

Beginnings[link]

Hicks graduated from Stratford High School in Houston and began touring in the early 1980s. After a few years of performing the same material, he felt that his act wasn't progressing. He wanted to push the boundaries of creativity as his idols Jimi Hendrix and Richard Pryor had done. At 21 years old, Hicks had never consumed alcohol, smoked cigarettes, or tried drugs. He began to experiment to see if intoxication was indeed the key to crossing the line.^[6]

Once Hicks gained some underground success in night clubs and universities, he quit drinking, realizing that it wasn't alcohol that made a great comic, but his ability to express a truth, even if it was an unpopular one.^[6] However, Hicks continued to smoke cigarettes. His nicotine addiction, love of smoking, and occasional attempts to quit became a recurring theme in his act throughout his later years.

California and New York[link]

In January 1986, Hicks found himself broke, having spent all his money on a variety of substances.^[7] His career soon received another upturn, though, as he appeared on Rodney Dangerfield's Young Comedians Special, in 1987. The same year, he moved to New York City, and, for the next 5 years, performed about 300 times a year.^{[citation needed]} On the album Relentless, he jokes that he quit using drugs because "once you've been taken aboard a UFO, it's kind of hard to top that", although in his performances, he continued to extol the virtues of LSD, marijuana, and psychedelic mushrooms.^[8] He fell back to chain-smoking,^[9] a theme that would figure heavily in his performances from then on.

In 1988, Hicks signed on with his first professional business manager, Jack Mondrus.^{[citation needed]} Throughout 1989, Mondrus worked to convince many clubs to book Hicks, promising that the wild drug- and alcohol-induced behavior was behind him. Among the club managers hiring the newly sober Hicks was Colleen McGarr, who would become his girlfriend and fiancée in later years.^{[citation needed]}

Hicks quit drinking in 1988, as stated in his 1990 album Dangerous on the first track, entitled "Modern Bummer".

In 1989 he released his first video, Sane Man.^[10] It was reissued in 2006.

Early fame[link]

In 1990, Hicks released his first album, Dangerous, performed on the HBO special One Night Stand, and performed at Montreal's Just for Laughs festival.^[11] He was also part of a group of American stand-up comedians performing in London's West End in November. Hicks was a huge hit in the UK and Ireland and continued touring there throughout 1991. That year, he returned to Just for Laughs and filmed his second video, Relentless.

Hicks made a brief detour into musical recording with the Marble Head Johnson album in 1992. During the same year he toured the UK, where he recorded the Revelations video.^[12] for Channel 4 He closed the show with his soon-to become-famous philosophy regarding life, "It's Just a Ride". Also in that tour he recorded the stand-up performance released in its entirety on a double CD titled Salvation. Hicks was voted "Hot Standup Comic" by Rolling Stone magazine in 1993. He moved to Los Angeles in 1992.^{[citation needed]}

Hicks and Tool[link]

The progressive metal band Tool invited Hicks to open a number of concerts in its 1992 Lollapalooza appearances, where Hicks once famously asked the audience to look for a contact lens he had lost. Thousands of people complied.^[13]

Members of Tool felt that they and Hicks "were resonating similar concepts".^[14] Intending to raise awareness about Hicks's material and ideas, Tool dedicated their triple-platinum^[15] album Ænima (1996) to Hicks. Both the lenticular casing of the Ænima album packaging as well as the chorus of the title track "Ænema" make reference to a sketch from Hicks' Arizona Bay album, in which he contemplates the idea of Los Angeles falling into the Pacific Ocean. Ænima's final track, "Third Eye" contains samples from Hicks' Dangerous and Relentless albums.^[14][16]

An alternate version of the Ænima artwork shows a painting of Bill Hicks, calling him "Another Dead Hero," and mentions of Hicks are found both in the liner notes and on the record.

Controversy[link]

Censorship and aftermath[link]

Hicks constantly faced problems with censorship. In 1984, Hicks was invited to appear on Late Night with David Letterman for the first time. He had a joke that he used frequently in comedy clubs about how he caused a serious accident that left a classmate using a wheelchair. NBC had a policy that no handicapped jokes could be aired on the show, making his stand-up routine difficult to perform without mentioning words such as "wheelchair".^[17]

On October 1, 1993, Hicks was scheduled to appear on Late Show with David Letterman, his 12th appearance on a Letterman late-night show, but his entire performance was removed from the broadcast—then the only occasion where a comedian's entire routine was cut after taping.^[18] Hicks' stand-up routine was removed from the show allegedly because Letterman and his producer were nervous about a religious joke ("if Jesus came back he might not want to see so many crosses"). Hicks said he believed it was due to a pro-life commercial aired during a commercial break.^[19] Both the show's producers and CBS denied responsibility. Hicks expressed his feelings of betrayal in a letter to John Lahr of The New Yorker.^[11][18] Although Letterman later expressed regret at the way Hicks had been handled, Hicks did not appear on the show again.^[18]

Hicks' mother, Mary, appeared on the January 30, 2009 episode of Late Show. Letterman played the routine in its entirety. Letterman took full responsibility for the original censorship and apologized to Mrs. Hicks. Letterman also declared he did not know what he was thinking when he pulled the routine from the original show in 1993, saying, "It says more about me as a guy than it says about Bill because there was absolutely nothing wrong with that."^[20][21]

Denis Leary[link]

For many years, Hicks was friends with fellow comedian Denis Leary. But in 1993 Hicks was angered by Leary's album No Cure for Cancer, which featured lines and subject matter similar to Hicks' routine.^[22] According to American Scream: The Bill Hicks Story by Cynthia True, upon hearing the album "Bill was furious. All these years, aside from the occasional jibe, he had pretty much shrugged off Leary's lifting. Comedians borrowed, stole stuff, and even bought bits from one another. Milton Berle and Robin Williams were famous for it. This was different. Leary had practically line for line taken huge chunks of Bill's act and recorded it."^[23]

The friendship ended abruptly as a result.^[24]

At least three stand-up comedians have gone on the record stating they believe Leary stole Hicks's material as well as his persona and attitude.^[25][26][27] In an interview, when Hicks was asked why he had quit smoking, he answered, "I just wanted to see if Denis would, too."^[28]

In another interview, Hicks said, "I have a scoop for you. I stole his [Leary's] act. I camouflaged it with punchlines, and, to really throw people off, I did it before he did."^[29]

The controversy surrounding plagiarism is also mentioned in American Scream:

Leary was in Montreal hosting the "Nasty Show" at Club Soda, and Colleen [McGarr?] was coordinating the talent so she stood backstage and overheard Leary doing material incredibly similar to old Hicks riffs, including his perennial Jim Fixx joke: ("Keith Richards outlived Jim Fixx, the runner and health nut. The plot thickens."). When Leary came offstage, Colleen, more stunned than angry, said, "Hey, you know that's Bill Hicks' material! Do you know that's his material?" Leary stood there, stared at her without saying a word, and briskly left the dressing room.^[23]

During a 2003 Comedy Central roast of Denis Leary, comedian Lenny Clarke, a friend of Leary's, said there was a carton of cigarettes backstage from Bill Hicks with the message, "Wish I had gotten these to you sooner." This joke was cut from the final broadcast.^[30]

In a 2008 interview, Leary said, "It wouldn't have been an issue, I think, if Bill had lived. It's just that people look at a tragedy and they look at that circumstance and they go, oh, this must be how we can explain this."^[31]

Comic style[link]

Hicks' style was a play on his audience's emotions. He expressed anger, disgust, and apathy while addressing the audience in a casual and personal manner, which he likened to merely conversing with his friends. His material was less focused on the everyday banalities of life and placed greater emphasis on philosophical themes of existence. He would invite his audiences to challenge authority and the existential nature of "accepted truth." One such message, which he often used in his shows, was delivered in the style of a news report (in order to draw attention to the negative slant news organizations give to any story about drugs):

Today, a young man on acid realized that all matter is merely energy condensed to a slow vibration—that we are all one consciousness experiencing itself subjectively. There is no such thing as death, life is only a dream, and we're the imagination of ourselves. Here's Tom with the weather.^[32]

Another of Hicks' most famous quotes was delivered during a gig in Chicago in 1989 (later released as the bootleg I'm Sorry, Folks). After a heckler repeatedly shouted "Free Bird", Hicks screamed that "Hitler had the right idea, he was just an underachiever!" Hicks followed this remark with a misanthropic tirade calling for unbiased genocide against the whole of humanity.^[33]

Much of Hicks' routine involved direct attacks on mainstream society, religion, politics, and consumerism. Asked in a BBC interview why he cannot do a routine that appeals "to everyone", he said that such an act was impossible. He responded by repeating a comment that an audience member once made to him, "We don't come to comedy to think!", to which he replied, "Gee! Where do you go to think? I'll meet you there!" In the same interview, he also said: "My way is half-way between: this is a night-club, and these are adults."^[34]

Hicks often discussed conspiracy theories in his performances, most notably the assassination of President John F. Kennedy. He mocked the Warren Report and the official version of Lee Harvey Oswald as a "lone nut assassin." He also questioned the guilt of David Koresh and the Branch Davidian compound during the Waco Siege. Hicks would end some of his shows, especially those being recorded in front of larger audiences as albums, with a mock "assassination" of himself on stage, making gunshot sound effects into the microphone while falling to the ground.

Cancer diagnosis and death[link]

Hicks wrote, "On June 16, 1993 I was diagnosed with having 'liver cancer that had spread from the pancreas.'"^[35] He started receiving weekly chemotherapy, while still touring and also recording his album, Arizona Bay, with Kevin Booth. He was also working with comedian Fallon Woodland on a pilot episode of a new talk show, titled Counts of the Netherworld for Channel 4 at the time of his death. The budget and concept had been approved, and a pilot was filmed. The Counts of the Netherworld pilot was shown at the various Tenth Anniversary Tribute Night events around the world on February 26, 2004.

After being diagnosed with cancer, Hicks would often joke that any given performance would be his last. The public, however, was unaware of Hicks's condition. Only a few close friends and family members knew of his disease. Hicks performed the final show of his career at Caroline's in New York on January 6, 1994. He moved back to his parents' house in Little Rock, Arkansas, shortly thereafter. He called his friends to say goodbye, before he stopped speaking on February 14.^[36]

He spent time with his parents, playing them the music he loved and showing them documentaries about his interests. He died of side effects of his cancer treatment in the presence of his parents at 11:20pm on February 26, 1994. He was 32 years old.^{[37][not in citation given]}

Hicks was buried in the family plot in Leakesville, Mississippi.

On February 7, 1994, Hicks authored a verse on his perspective, wishes, and thanks of his life, to be released after his death as his "last word",^[35] ending with the words: "I left in love, in laughter, and in truth and wherever truth, love and laughter abide, I am there in spirit."

Legacy[link]

Arizona Bay and Rant in E-Minor were released posthumously in 1997 on the Voices imprint of the Rykodisc label. Dangerous and Relentless were also re-released by Rykodisc on the same date.

In a 2005 poll to find The Comedian's Comedian, fellow comedians and comedy insiders voted Hicks #13 on their list of "The Top 20 Greatest Comedy Acts Ever". Likewise, in "Comedy Central Presents: 100 Greatest Stand-ups of All Time" (2004), Hicks was ranked at #19. In March 2007, Channel 4 ran a poll, "The Top 100 Stand-Up Comedians of All Time", in which Hicks was voted #6. Channel 4 renewed this list in April 2010, which saw Hicks move up 2 places to #4.^[3]

Devotees of Hicks have incorporated his words, image, and attitude into their own creations. By means of audio sampling, fragments of Hicks' rants, diatribes, social criticisms, and philosophies have found their way into many musical works, such as the live version of Super Furry Animals' "Man Don't Give A Fuck". His influence on the band Tool is well-documented; he "appears" on the Fila Brazillia album Maim That Tune (1996) and on SPA's self titled album SPA (1997), which are both dedicated to Hicks; the British band Radiohead's second album The Bends (1995) is also dedicated to his memory.^{[citation needed]} Singer/songwriter Tom Waits listed Rant in E-Minor as one of his 20 most cherished albums of all time.^[38]

Contemporary comedians David Cross and Russell Brand have stated that they were inspired by Hicks.^[39][40]

The British actor Chas Early portrayed Hicks in the one-man stage show Bill Hicks: Slight Return, which premiered in 2004. The show was co-written by Chas Early and Richard Hurst, and imagined Hicks' view of the world 10 years after his death.

On February 25, 2004, British MP Stephen Pound tabled an early day motion titled "Anniversary of the Death of Bill Hicks" (EDM 678 of the 2003-04 session), the text of which reads:

That this House notes with sadness the 10th anniversary of the death of Bill Hicks, on 26th February 1994, at the age of 33 [sic]; recalls his assertion that his words would be a bullet in the heart of consumerism, capitalism and the American Dream; and mourns the passing of one of the few people who may be mentioned as being worth [sic] of inclusion with Lenny Bruce in any list of unflinching and painfully honest political philosophers.^[41]

Hicks appeared in a flashback scene in writer Garth Ennis' Vertigo comic-book series Preacher, in the story "Underworld" in issue #31 (Nov. 1997).^[42][43]

Film and documentary[link]

A documentary entitled American: The Bill Hicks Story, based on interviews with his family and friends, premiered on March 12, 2010, at the South by Southwest Film Festival in Austin, Texas.^[44]

Discography[link]

References[link]

External links[link]

Wikiquote has a collection of quotations related to: Bill Hicks

• Official website
• Sacred Cow Productions
• Bill Hicks Quotes
• Bill Hicks at the Internet Movie Database
• The subversive legacy of comic Bill Hicks, Salon.com
• Bill Hicks is Dead: Tribute and Biography, with related videos.

Further reading[link]