ABSTRACT
Clearly this first unit is an introduction to the development, meaning, and role of marketing in
the contemporary organization. In short, this unit sets the scene for the remaining units in the
guide. In a way the unit reflects the process that must occur in an organization if it is to improve
its performance in marketing, in as much as the first step in this improvement is an
understanding of what marketing means and how it can be implemented. We shall start by
looking at definitions of marketing, moving on to consider the so-called ‘marketing concept’ and
‘marketing orientation’. We shall look at marketing’s development and the notion of marketing
as an exchange process, a philosophy of business, and a managerial function. We shall look at
the importance of a marketing orientation to organizational performance and the issues and
problems in implementing a marketing orientation through building and enhancing a marketing
culture. The important contribution of marketing as a means of creating customer value and as
a form of competition is considered, together with the role of marketing in coordinating
organizational resources both within and outside the marketing function. We shall consider the
changing role of marketing, and in particular the wider range of applications for marketing these
days; the importance of environmental, ethical and social issues in marketing; and the growth
of so-called ‘relationship marketing’. Finally, we shall introduce you to the increasing
importance of new technology in marketing these days, a theme that will be explored in each
of the units in the coursebook.
