Com3701 2022 - Study guides, Class notes & Summaries

COM3701 SUMMARY 2022 1. The Marketing Context 1. Definition of marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large’. (American Marketing Association, 2009) Key elements of the 2008 definition of marketing by the American Marketing Association (2009): Activity, processes Marketing is no longer a function – also an educational pro...