Marketing is currently defined by the American Marketing Association (AMA) as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have … See more

The "marketing concept" proposes that to complete its organizational objectives, an organization should anticipate the needs and wants of potential consumers and satisfy them more … See more

The two major segments of marketing are business-to-business (B2B) marketing and business-to-consumer (B2C) marketing. See more

A marketing orientation has been defined as a "philosophy of business management." or "a corporate state of mind" or as an "organizational culture" Although scholars … See more

A marketing mix is a foundational tool used to guide decision making in marketing. The marketing mix represents the basic tools that … See more

The term "marketing environment" relates to all of the factors (whether internal, external, direct or indirect) that affect a firm's marketing decision-making/planning. A firm's marketing environment consists of three main areas, which are:
• The … See more

Marketing research is a systematic process of analyzing data that involves conducting research to support marketing activities and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge … See more