Marketing

The place we live in is rapidly changing marketing environment. Not only is the environment changing, but the pace of change grows faster as well. It means that marketing environment becomes more a complex than before. There are two choices we have. We accept to this rapidly changing marketing environment and adopt ourselves to it or ignore about that. If we try to adopt ourselves to it, we should need to concern to definition of marketing according to require of changing marketing environment.

There are many theories which describe the principles of Marketing. The history of this definition shows a constant evolution to meet new times where new marketing techniques are being introduced. Generally, marketing is thought to be linked with selling, promoting, advertising and finding a target audience.( Kotler.P; Brown. L.; Adam, S.; Burton S.; and Armstrong, G ) It is constant within daily life as many businesses/organisations are always trying to sell their products. As marketing is so difficult to define, the American Marketing Association (AMA) has created a definition. They define Marketing as an organisational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in a way that benefit the organisation and its stakeholders. The marketing definition can be broken down into three parts; specific definitions, market orientation and strategic orientation. (Darroch, Miles, Jardine & Cooke, 2004).

However, marketing is not only investigating potential customer’s wants and needs but also concentrates on the underlying factors found within marketing. The AMA’s marketing definition has changed three times in the past as a result of the definition being outdated through technological advances and constant market changes. This has caused the latest change which includes the stakeholder viewpoint. On analysis of the AMA’s most current marketing definition, marketing seems to include;...