Et strategisk initiativ, der har til formål at en virksomhed aftager sine varer eller serviceydelser på et givent marked. Definitionen på markedsføring er mange - her et uddrag:
Kotler & Armstrong: “The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.”
Bennett: “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.”
Armstrong et al.: “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.”
Jefkins: “Marketing is in the communication business - call it branding, labelling, advertising, research, public relations, instruction manuelas, what you like; it is not easily tucked away in one of the 4 Ps (Product, Price, Place or Promotion), although much of it has to do with the promotional P. Nevertheless, if we take a broad view of marketing communications, it cannot be compartmentalised or used as an umbrella: it flows like a telephone cable linking up numerous users.”
Glynn & Barnes: “Marketing is the establishment, maintenance and enhancement of mainly long-term profitable relationships with customers and other stakeholders. This is achieved by an on-going mutually beneficial exchange process, including the fulfillment of promises, and is facilitated by the application of the marketing mix.”
Kotler, P. & Armstrong, G. (2010): Principles of Marketing. Thirteenth Edition. Pearson Prentice Hall.
Bennett, P. D. (1995): Dictionary of Marketing Terms, 2nd ed., American Marketing Association, Chicago, IL.
Armstrong, G., Adam, S., Denize, S., Kotler, P. (2015): Principles of marketing 6e. Pearson Australia.
Jefkins, F. (1990): Modern Marketing Communications. Glasgow: Blackie.
Glynn, W. & Barnes, J. (1996): Understanding Services Management, Wiley, New York, NY.