AUDIENCE PERCEPTION OF FACEBOOK AS A MARKETING MEDIUM
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AUDIENCE PERCEPTION OF FACEBOOK AS A MARKETING MEDIUM
5:3 Proposal for Further Study
According to the American Marketing Association, 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.”
The name evolved from its original meaning, which literally meant going to market with things for sale. According to sales process engineering, marketing is “a set of processes that are interconnected and interdependent with other functions” of a firm with the goal of achieving customer interest and satisfaction.
According to Philip Kotler, marketing is the process of satisfying needs and wants through trade.
According to the Chartered Institute of Marketing, marketing is “the management process responsible for identifying, anticipating, and satisfying customer requirements profitably.” A comparable notion is value-based marketing, which asserts that marketing’s duty is to contribute to the increase of shareholder value.
In this perspective, marketing might be defined as “the management process that seeks to maximise shareholder returns by developing relationships with valued customers and gaining a competitive advantage.”
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