What is marketing? (original) (raw)
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Broadening the Concept of Marketing
Journal of Marketing, 1969
Marketing is a pervasive societal activity that goes considerably beyond the selling of toothpaste, soap. and steel. The authors interpret the meaning of marketing for nonbusiness organizations and the nature of marketing. functions such as product improvement, pricing, distribution, and communication in such organizations. The question considered is whether traditional marketing principles are transferable to the merketing of organizations, persons. and ideas.
A Reappraisal on Marketing Definition and Marketing Theory
Journal of Eastern European and Central Asian Research, 2017
Based on a historical literature review, this study examines the definition of marketing and different marketing theories used in academic research. After a comprehensive review of different approaches to the definition of marketing, this paper provides a unique description of marketing, highlighting the new role of marketing in value creation during the traditional transaction exchange.
On defining marketing: finding a new roadmap for marketing
Marketing Theory, 2006
The American Marketing Association has updated its marketing definition and included value for customers and customer relationships in the new definition. Moreover, marketing is defined as one organizational function. Taking mainly service and relationship marketing research as a starting point, this present article broadens the discussion to a generic marketing level, and analyses the underpinning logic of the updated definition. It concludes that the use of these elements of the definition is not well founded in current research. Also, it shows that marketing cannot be treated as one organizational function only. Drawing on the analysis of the updated definition, a set of propositions regarding the scope and content of a marketing definition are developed. Finally, based on the analysis and this set of propositions, an alternative marketing definition, based on the promise concept, and labelled a promises management definition, is suggested and its implications for marketing research and practice are discussed.
A Reappraisal of Marketing Definition and Theory
2017
Based on a historical literature review, this study examines the definition of marketing and different marketing theories used in academic research. After a comprehensive review of different approaches to the definition of marketing, this paper provides a unique description of marketing, highlighting the new role of marketing in value creation during the traditional transaction exchange.
The American Marketing Association Definition of Marketing: Moving from Lagging to Leading Indicator
Journal of Public Policy & Marketing, 2007
Rather than constraining scholars whose focus is marketing and society, the 2004 American Marketing Association (AMA) definition of marketing has provoked warranted criticisms of the informal and sporadic AMA definition-making process and has served as a catalyst for vigorous discourse on the proper conceptual domain and impact of marketing. Thus, the 2004 AMA definition of marketing has stimulated an important, healthy debate and has motivated reform of the AMA definition-making process.
Journal of Public Policy & Marketing, 2009
In a follow-up to the fall 2007 special section of Journal of Public Policy & Marketing that examined implications of the American Marketing Association's (AMA's) 2004 definition of marketing, the authors examine the AMA's revision of its definition-the new 2007 definition of marketing. The article first describes the concerns about the 2004 offering and then traces the process taken by the AMA to consider these issues and revise the definition. The authors conclude that the new definition addresses many of the major issues with the 2004 definition that had been identified by scholars contributing to the special section. They highlight several positive qualities of the new definition and describe how these attributes have the capacity to enhance marketing scholarship and practice into the future.
The Marketing Concept - Putting theory into Practice
This article has three objectives: 1. Develop a typology of approaches to marketing in evidence across a wide industrial spectrum. 2. To explore the implementation of marketing, under the various approaches identified above. Specifically, to examine attitudes towards, organisation for and execution of, marketing effort. 3. To relate the various marketing approaches to corporate performance.
Asian Development Policy Review, 2017
This paper endeavors to describe the core concept of marketing and marketing management with the means of existing studies. However, it is occasionally observed that business students narrow the concept of marketing and limit to advertising or promotional activities. However, the contribution of this paper is to enrich student's knowledge and attempts to diminish misconception among young students. Consequently, the study is compiled with the help of comprehensive literature review through research papers, books, official web sources, and some interviews of seniors Professors in the discipline of marketing management. Therefore, the current study endeavored to highlight the concept of marketing and represented that marketing is not limited to advertising activities. Despite, it is a complete strategic process which creates value for the customers and raises the long-term relationship with them. While promoting the product through distinct advertising mediums is an essential element of the marketing management process. Furthermore, the present study provides a structure to marketing students in order to grasp the fundamentals associated with marketing philosophy. Contribution/ Originality: The present study would contribute in the literature of marketing philosophy and insights of the management together with associated concepts. However, this study might be helpful for fresh students of business schools to grasp the fundamentals of market, marketing, and marketing management. 1. INTRODUCTION The definition of any theory or concept is exceptionally important, which helps to explain its content, scope, boundaries, and subject matter. According to Gundlach (2007) a definition provides understanding and communication to distinguish any terminology. In the domain of marketing, a well-explained rationale allows professional and students a quick and better conceptualization about marketing (Gundlach, 2007). The need to write this paper is actualized when some business students were observed relating marketing concept to advertising and promotional tools, not more than it. However, actual concept of the marketing is different and considerably broader in scope. Consequently, it is remarkably essential for students, particularly, marketing students to realize the central philosophy of the marketing.
Marketing Management: Influences the Business Pattern in an Organization
International Journal for Research in Applied Science and Engineering Technology IJRASET, 2020
Marketing management is a process of creating and planning new product development, advertising and promoting the products and spreading the awareness about the product by advertising the product, and then selling the product in the market. The basic concept behind this marketing concept is producing the products by the organization after knowing the needs and demands of the targeted market. This works on customers values and needs which helps in making large sales and huge profits. Marketing management is based on analyzing, planning, implementing, and controlling the marketing plan. Marketing management is important as it is a process by which a product or service is introduced and advertised or promoted to the customers. Some marketing strategies are important to keep in mind such as analyzing the situation in which the customer needs are not fulfilled and serve as the basis for identifying the unfulfilled demands of the customer. It is done to know the capabilities of the company and then to understand the surroundings in which the company has to operate. Consumers can be located at different places geographically, which in turn automatically creates differences in the customer's needs. This can be tackled by studying the needs and wants of the consumers which are located at different places.