One of the tests of leadership is the ability to recognize a problem before it becomes an emergency.
Arnold GLASGOW

MARKETING
Definitions

MARKETING :
• 1 : the process or technique of promoting, selling, and distributing a product or service 2 : an aggregate of functions involved in moving goods from producer to consumer
(Webster)

• The commercial functions involved in transferring goods from producer to consumer.
(American Heritage Dictionnary)

MARKETING :
American Marketing Association

:

• 1935 : "Marketing is the performance of business activities that direct the flow of goods and services from producers to consumers." • 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 • 2004 :"Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."

Marketing :
• Marketing is the identification and profitable satisfaction of customer’s needs. • Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, services, organizations to create exchanges that satisfy individual and organizational objectives (American
Marketing Association)

• ….organizations and events to create and maintain relationships that will satisfy….

Marketing :
• “the management process responsible for identifying, anticipating and satisfying customer requirements profitably“
(Institute of Marketing)

•

A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (Principles of Marketing, Kotler…)

MARKETING :
The PHILOSOPHY of BUSINESS

Peter Doyle University of Warwick