The definition of ‘marketing’ has been changed and altered for years. There are different definitions and opinions about marketing from different people and sources, this is mainly due to the fact that the concept of marketing might have changed over the years. The definition of Marketing which is stated in the textbook which was defined as Kotler’s definition “is an activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large” (Kotler, Adam, Denize, Armstrong 2008; P.7). Kotler’s definition of marketing describes the recent concepts of marketing with business’ trying to sell their goods though different strategic methods such as communicating, delivering and exchanging.
Another interpretation of "Marketing is a management discipline meaning that it is a set of values supporting certain company culture characteristics". This deals with the understanding and application of business economic rationales. (Hougaard, Bjerre 2004). This definition of marketing is similar to Kotler’s definition, because both definitions are stating the same thing such as the Haugaard and Bjerre definition is stating that marketing deals with understanding and supporting certain company culture characteristics, this is similar to Kotler by saying its a set of processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients and society at large. Both definitions have the same motives as one another.
A different approach to marketing is that of Donald. V. Shiner. Shiner (1993) highlights the need and importance of marketers for a firm’s overall success. “Since marketers provide the interface between the firm and its markets and customers, they must provide the essential strategic and tactical planning direction to the firm's overall strategic planning process.” Marketing is an essential tool for any business’...
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