- 1.4: Defining Marketing
- The specific role of marketing is to provide assistance in identifying, satisfying, and retaining customers.
- 1.6: The role of marketing in the firm - a basis for classification
- Marketing is an individualized and highly creative process. Despite the availability of high-powered computers and sophisticated software capable of analyzing massive amounts of data, marketing is still more of an art rather than a science. Each business must customize its marketing efforts in response to its environment and the exchange process. Consequently, no two marketing strategies are exactly the same.