Defining Marketing

Paper Summary:

This paper explores the changing role of marketing and its strategic importance to the structure and success of an organization. The author defines the goals of marketing and advertising, and cites articles and studies that support these ideas. Also presented, is a list of factors crucial to a successful marketing plan.

From the Paper:

"As can be evidently seen from the definition of "Marketing" given above, the main aim of marketing is to bridge the customers and the producers so that the demands of the customers are met and the producers have the optimum opportunities to gain profits and thrive in competition. This is one of the main reasons why a very lucid trend of customer-focused organizational frameworks are coming more into view, the company owners have realized that the growing competition and choices available to the customers have made their demands more complex and strenuous and to keep up with the changing market demands, the market planning and the organizational structures need to be more and more flexible, efficient, observant and swift (Hicks et. al, 2000)."

Sample of Sources Used:

• www.preemptinc.com/definitions.html
• www.eyefortransport.com/glossary/mn.shtml
• www.garyeverhart.com/glossary_of_advertising_terms.htm
• http://www.marsinstitute.info/about/organization.html
• George John, John Martin. May, 1984. Journal of Marketing Research, Vol. 21, No. 2, pp. 170-183 doi: 10.2307/3151699

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