Editor's Note: In the first part of this two-part article, Scott Ginsberg lists the "traditional marketing" views of what his survey-takers said was most the important word in marketing. These views do not explicitly deal with marketing B-to-B professional services, but they provide fresh insights in this marketing area. You can read the second half of this article, in which Scott lists the "modern marketing" responses, on RainToday.com.

What's the most important word in marketing?

• Free?
• Why?
• Truth?
• Honesty?
• Integrity?

At first glance, it seems like a simple question. But the more you think about it, the more complex it gets. You could argue any number of answers based on your beliefs, values, or type of business.

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