Marketing
Planning Intellectual Property for Marketing Strategies in the Digital Content
Chapter 2
Literature Review
The primary object here is to review the relevant literature of the current state of marketing theories, applications of marketing strategies, intellectual property stipulations and the influences of the Internet to the digital content industry. The review eventually leads to inadequate resources: concepts, theories, and talents. In truth, there are still no generally accepted theories for planning intangible assets or IP for marketing or relevant decisions, and so certainly no mature systems and theories.
Therefore, ultimately this research attempts to present possible solutions to this problem. 1. Marketing Theory
1.1 The Definition of Marketing
1.1.1 Social Definition
There are social and managerial definitions for marketing. Kotler, described by the American Marketing Association as "the most influential marketer of all time", with Armstrong 26 has adopted a social definition: “Marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others, and marketing consists of actions taken to build and maintain desirable exchange27 relationships with target audiences.”
This definition reaches human’s the most primary mind—exchange for “needs” and so is a basis for this research.
1.1.2 Managerial Definition
26
Kotler, P. (1972, April). A generic concept of marketing. Journal of Marketing, 36, 46-54.
Kotler, P. (2001). A framework for marketing management. Upper Saddle River, N.J.: Prentice Hall,
p.4.
Armstrong, G. & Kotler, P. (2005). Marketing: An introduction (7th ed.). Upper Saddle River, N.J.:
Pearson Prentice Hall, p.6 & p.10.
For a detailed look at the contributions of Peter Kotler, see http://www.lib.uwo.ca/business/kotler.html
27
Exchange, is the act of obtaining a desired object from someone by offering something in
Chapter 2
Literature Review
The primary object here is to review the relevant literature of the current state of marketing theories, applications of marketing strategies, intellectual property stipulations and the influences of the Internet to the digital content industry. The review eventually leads to inadequate resources: concepts, theories, and talents. In truth, there are still no generally accepted theories for planning intangible assets or IP for marketing or relevant decisions, and so certainly no mature systems and theories.
Therefore, ultimately this research attempts to present possible solutions to this problem. 1. Marketing Theory
1.1 The Definition of Marketing
1.1.1 Social Definition
There are social and managerial definitions for marketing. Kotler, described by the American Marketing Association as "the most influential marketer of all time", with Armstrong 26 has adopted a social definition: “Marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others, and marketing consists of actions taken to build and maintain desirable exchange27 relationships with target audiences.”
This definition reaches human’s the most primary mind—exchange for “needs” and so is a basis for this research.
1.1.2 Managerial Definition
26
Kotler, P. (1972, April). A generic concept of marketing. Journal of Marketing, 36, 46-54.
Kotler, P. (2001). A framework for marketing management. Upper Saddle River, N.J.: Prentice Hall,
p.4.
Armstrong, G. & Kotler, P. (2005). Marketing: An introduction (7th ed.). Upper Saddle River, N.J.:
Pearson Prentice Hall, p.6 & p.10.
For a detailed look at the contributions of Peter Kotler, see http://www.lib.uwo.ca/business/kotler.html
27
Exchange, is the act of obtaining a desired object from someone by offering something in