Essentials of Marketing

1  The Meaning of Marketing

DOI: 10.4324/9781003170891-3

LEARNING OBJECTIVES

• ‣ To define marketing
• ‣ To discuss marketing as a philosophy and discuss the different types of organisational orientations
• ‣ To assess the importance of relationship marketing and how this can lead to the creation of customer satisfaction and customer value
• ‣ To critique the role of marketing and the importance of marketing to business and society

Introduction

What is marketing? You might provide a wide variety of answers that range from advertising, to selling, to social media practices, to product development and branding. While all of these answers are correct, each answer only explains one aspect of marketing. Marketing really serves four important facets ...