As melhores definiçoes de Marketing

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AS MELHORES DEFINIÇÕES DE MARKETING:

- Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (American Marketing Organization, AMA, 2005)

(Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. Definição da American Marketing Association, AMA, anterior a 2003)

- Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably (The Chartered Institute of Marketing, UK)

- Marketing is not only much broader than selling, it is not a specialized activity at all. It encompasses the entire business, It is the whole business seen from the point of view of the final result, that is, from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise (Peter Drucker)

- Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (Philip Kotler)

- Conjunto de actividades levadas a cabo por entidades envolvidas nas trocas, com vista a antecipar, promover, facilitar e impulsionar transacções comerciais (Enciclopédia Internacional de Marketing, EMC, European Marketing Confederation, 1996)


Os mais importantes elementos nas diversas definições de marketing são os seguintes: o marketing focaliza-se nas necessidades e interesses dos consumidores; a filosofia de marketing deve vigorar em toda a empresa e ser apropriada por todos os colaboradores; é fulcral identificar e antecipar as necessidades futuras dos consumidores; existe uma focalização na rentabilidade e no lucro, no âmbito das empresas, havendo no entanto a possibilidade de organizações do sector público e outras não-lucrativas, adoptarem o conceito, na prossecução de outros objectivos, nomeadamente de ordem social.