As a student of marketing, one will ask a question sooner or later. “What is marketing?” As a matter of fact, the answer is both simple and complex. The problem is that most people believe they know what marketing is when they don’t. The reason for this is that we are all involved in marketing. Therefore, how can we clearly define Marketing? This essay will discuss the marketing concept and trace its emergence as a key business function, and then show you what implications does its adoption have with regard to the successful integration of other organizational functions.

There is not only one definition for marketing, because marketing have many expressions. To exemplify, the Charrered Institute of Marketing defines that “Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.” Also, the American Marketing Association gives a more technical definition, which is that “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.” The second definition is more correct although it is longer than the first one, because the first definition highlights ‘profit’, whereas marketing principles are useful in not-for-profit organizations. The second definition is more universal.
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Discuss the marketing concept and trace its emergence as a key business function.
What implications does its adoption have with regard to the successful integration of other organizational functions.

References:
(1) Chartered Institute of marketing, (CIM; http://www.cim.co.uk)
(2) Philip Kotler, Marketing Management, international edition, 2000, “Marketing in the Twenty-first Century”, Prentice-hall, Inc.
(3) David Stokes, Marketing, “What is marketing?”, 3rd edition, 2002, Continum
(4) Theodore Levitt’s classic article, “Marketing Myopia,” Harvard Business Review, July-August 1960
(5) Gilbert.D.Harrell .Gary. L.Franzier, Marketing Connecting With Customers Relationships Ethics Globalization
(6) Michael,J,Baker. Nigel,F,Piercy. Marketing Book, 5th edition,
(7) Kotler P &Astmstong G (2001),principles of marketing, 9th edition, Prectice-Hall, Inc.
(8) Michael,J,Baker. Nigel,F,Piercy. Marketing Book, 5th edition,
(9) Frances Brassington, Stephen pettitt, Principles of Marketing, 2nd edition, 2000