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Strategic Marketing Management
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The question of what marketing is and what it entails has been the focus of a considerable
amount of work over the past 40 years. From this, numerous definitions have
emerged, with differing emphases on the process of marketing, the functional activities
that constitute marketing, and the orientation (or philosophy) of marketing. The
Chartered Institute of Marketing, for example, defines it as:
“. . . the management process for identifying, anticipating and satisfying customer
requirements profitably.”
A slightly longer but conceptually similar definition of marketing was proposed by the
American Marketing Association (AMA) in 1985:
“Marketing is the process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational objectives.”
Although this definition, or variations of it, has been used by a variety of writers (see,
for example, McCarthy and Perreault, 1990; Kotler, 1991; Jobber, 2003), Littler and
Wilson (1995, p. 1) have pointed to the way in which ‘its adequacy is beginning to be
questioned in some European textbooks’ (e.g. Foxall, 1984; Baker, 1987). It could be said
that the AMA definition is more of a list than a definition and is therefore clumsy and
inconvenient to use; that it cannot ever be comprehensive; and that it fails to provide a
demarcation as to what necessarily is or is not ‘marketing
Richard M.S. Wilson and Colin Gilligan - Personal Name
3rd Edition
0 7506 5938 6
NONE
Strategic Marketing Management
Management
English
Elsevier Butterworth-Heinemann
2005
Canada
1-883
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