What are the definitions of marketing from professional organisations?
Marketing has been defined by various academics and non-academic sources over the years. Chartered Institute of Marketing (CIM) (2015, 3) has defined marketing in the following: “ The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” This is a definition form a United Kingdom (UK)'s CIM which breaks down the definition into 3 responsibilities that management are aiming for those who are involved with marketing to fulfill within the organisation as their main roles to: Identify, Anticipate & Satisfy. The customer requirements profitably. Based on the above definition of marketing profitability of the marketing within the organisation is a key consideration and the marketing needs to be based around the organisations' customer specific requirements. American Marketing Association (AMA) (American Marketing Association, 2017) defines marketing as: "Marketing is the activity, set of institutions, a...