The paper attempts to provide a definition for the term "marketing".
Written in 2009; 825 words; 5 sources; APA; $ 29.95
Paper Summary:
This paper explains that good marketing strategies are vital to a company's progress but that, before developing a strategy, a company must understand what the term "marketing" means. The paper then proceeds to present two definitions of the term and discusses its importance in organizational success.
From the Paper:
"So how is marketing defined? The answer is largely based on who is asked. The American Marketing Association (AMA) updated its definition of marketing in early 2008. The AMA's current definition of marketing (as cited in "Beyond the biz", 2008) reads, "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." This definition has clearly expanded the focus of marketing from simply buying and selling to an activity with much broader responsibilities and implications; at least in the eyes of the AMA. This is apparent with the addition of the notion that marketing should have value for society at large; something not included in the previous definition."
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