Marketing can be explained as a “set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (Boone and Kurtz, 2013, p.7).
The following alternatives of marketing definition have been offered by various authors:
- “the management process responsible for identifying, anticipating and satisfying customer requirements profitably” (Shaw, 2007, p.1)
- “an organisational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders” (Ferrell and Hartline, 2010, p.8).
Boone, L.E. & Kurtz, D.L. (2013) “Contemporary Marketing” Cengage Learning
Ferrell, O.C. & Hartline, M. (2010) “Marketing Strategy” Cengage Learning
Shaw, S. (2007) “Airline Marketing and Management”, Ashgate Publishing