ABSTRACT
You should have had few difficulties in finding a range of different marketing definitions. They
are probably all quite different but will have common characteristics. In general terms, the
definitions focus on two aspects of marketing. Firstly, that marketing is a functional activity that
is concerned with the operational aspects of marketing such as market research, promotion,
pricing and product development. Secondly, that marketing is more than just a functional
activity. It is a business philosophy that permeates the whole organization and puts the
customer at the centre of its activity.
