The Chartered Institute of Marketing (CIM) defines Marketing as: “The management process which identifies, anticipates, and supplies customer requirements efficiently and profitably”.
This definition has stood the test of time since 1976  and is further enriched by over  four decades of work by Professor Philip Kotler.

Philip Kotler, The ‘Father of Modern Marketing’ summarizes Marketing profoundly in few sentences below Marketing is about identifying and meeting human and social needs.  One of the shortest definitions of marketing is “meeting needs profitably.”  The American Marketing Association offers the following definition: 

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.”

Marketing Management is therefore the art and science of choosing target markets and getting, keeping and growing customers through creating, delivering and communicating superior customer value.

Marketer is someone who seeks a response – attention, a purchase, a vote, a donation – from another party, called the prospect. There are many things that can be marketed.  They include not only goods and services, but also events, experiences, persons, places, properties, organizations, information, ideas and causes.

Marketing can be learned in an hour but takes a lifetime to master
-Philip Kotler-

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Philip Kotler on Marketing Strategy

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