Marketing--Not the Gutenberg Press

Paper Summary:

This paper discusses the role of marketing in organizations, how marketing is used to create identities and brand awareness. Particular emphasis is given to the new and innovative marketing tools found in the world of the Internet and the opportunities for ever more selectivity of audience. Information as a marketing device as accessed and collected through the Internet is discussed in terms of behavioral marketing.

From the Paper:

"Marketing is nothing more than figuring out how to create a desire or an affinity for something on the part of a consumer, a connoisseur or simply a viewer. It is not even necessarily confined to the necessity of elevating sales. That said, it has been thus defined by several parties as nothing more than, "the series of activities that generates interest in your products and services"(Wilson, 2004, para.1) and the sum total of communications programs meant to achieve a desired result (Corder, Deasy & Thompson, 1999, para.1). While the personal observation of what marketing is and the two given definitions of marketing are all equally valid, marketing is more often defined by its many differing conceptions than by one set of defining characteristics."

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