Marketing Defined

Essay # 113556

Business
Business > Marketing

Marketing Defined

The paper attempts to provide a definition for the term "marketing".

825 words () | 5 sources | APA | 2009 United States

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."

Sample of Sources Used:

Beyond the biz. (2008). American Marketing Association to update its definition of marketing. B to B 93.2. Retrieved February 14, 2009 from General OneFile.
Klie, L. (2007). Speech as a fan favorite: prerecorded marketing boosts as NBA team's game attendance. Speech Technology Magazine 12. Retrieved February 14, 2009 from General OneFile.
Kotler, P. & Keller, K.L. (2006). Marketing Management. 12e. Prentice-Hall
Lofton, L. (2009). Pay attention to today's small business marketing opportunities. Mississippi Business Journal, 30(39). Retrieved February 14, 2009 from General OneFile.
Success Story No. 1. (2008). Aflac; Campaign: Aflac for business. (Special report: Integrated Marketing Success Stories. B to B 93.12. Retrieved February 14, 2009 from General OneFile.