January 2020
Beginner to intermediate
224 pages
4h 59m
English
Content preview from Myths of Marketing
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MARKETING IS JUST COMMUNICATIONS
There is no one agreed definition of marketing. The American Marketing Association states that ‘Marketing is 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’ [1].
The UK’s Chartered Institute of Marketing asserts that ‘Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably’ [2]. Alternatively, Philip Kotler, widely seen as one of the world’s leading marketing thinkers [3], says that ‘Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market ...
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