MBA Research

Marketing

What does marketing mean to you?

  • Is it just advertising and promotion?
  • Is it just marketing research?
  • Is it the 4 Ps?
  • Is it something else?

Marketing means different things to different people based on their experiences. Even professional associations don't agree on the same definition:

  • American Marketing Association (2007):
    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.
  • Chartered Marketing Institute (United Kingdom):
    Management processes of anticipating, identifying, and satisfying customer requirements profitably.

These definitions tell us that marketing is a process that involves a variety of activities focused on customers and profitable execution of those activities. To that end, students leave our programs understanding channel management, marketing communications (promotion), marketing research, pricing, product/service management, and selling.