Role of Marketing, Nature of Marketing

‘Marketing is the management process responsible for identifying, anticipating and satisfying consumer requirements profitably. All modern organisations engage in marketing so as to be able to please and win the loyal support of their customers. Gillette engages in marketing to find out about the needs and requirements of shavers, banks engage in marketing research to …

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New Role of Marketing, Marketing Role in 21st Century

Marketing might think of its task as resolving the conflicting needs and interests of stakeholders. I suggest this because a focus on the word customer risks oversimplifying the real challenge… And as Jennifer’s comments suggest, if marketing is limited to pleasing customers, without having either the power or responsibility for squaring that with everyone else …

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