The Definition of Marketing

Paper Summary:

This paper defines marketing in organizations as a business practice that is necessary to create brand identities, brand awareness and brand equity. Particular emphasis is paid to some new and innovative marketing tools based on the Internet medium and the opportunity it presents for selective targeting of an audience. Additionally, the paper also discusses how information as a marketing device is accessed and collected through the Internet in terms of behavioral marketing techniques and related marketing strategies.

From the Paper:

"Marketing is a planned methodology to figure out how to create a desire or an affinity for something on the part of a consumer or customer whether internal or external or business or consumer. It is not even necessarily confined to the necessity of elevating sales. Marketing has been defined by several parties as nothing more than, "...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 author's personal observation of what marketing is and the various other given definitions of marketing are all equally valid, marketing is more often defined by the sheer variety of its characteristics rather than by one set of single accepted definition."

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