is defined by the
as "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 replaces the previous definition, which still appears in the AMA's dictionnary: "an organizational
function and a set of processes for creating, communicating, and delivering value to customers and for
managing customer relationships in ways that benefit the organization and its stakeholders."
generates the strategy that underlies sales techniques, business communication, and business
It is an integrated process through which companies build strong
and create value for their customers and for themselves.
Marketing is used to identify the
, satisfy the customer, and keep the customer. With the
customer as the focus of its activities,
is one of the major components of
. Marketing evolved to meet the stasis in developing new markets caused by
in the last 2-3 centuries.
The adoption of marketing strategies
requires businesses to shift their focus from
to the perceived needs and wants of their
customers as the means of staying
holds that achieving organizational goals depends on knowing the needs and
and delivering the desired satisfactions.
It proposes that in order to satisfy its
organizational objectives, an organization should anticipate the needs and wants of consumers and
satisfy these more effectively than competitors.
The term developed from an original meaning which referred literally to going to a market to buy or sell
goods or services. Seen from a systems point of view,
sales process engineering
"a set of
processes that are interconnected and interdependent with other functions,
whose methods can be
improved using a variety of relatively new approaches."
Chartered Institute of Marketing
defines marketing as
"the management process responsible for
identifying, anticipating and satisfying customer requirements profitably."
A different concept is
which states the role of marketing to contribute to increasing
In this context, marketing is defined as
"the management process that seeks to maximize returns
to shareholders by developing relationships with valued customers and creating a competitive
Marketing practice tended to be seen as a creative industry in the past, which
,Merchandise support. However, because the academic study
of marketing makes extensive use of
profession is now widely recognized as a science, allowing numerous universities to offer Master-of-