The Chartered Institute of Marketing defines marketing as ‘the management process responsible for identifying, anticipating and satisfying customer requirements profitably.’ This definition shows that, in order to be successful, an organisation should find out what customers require. Knowing what they want, it should then attempt to satisfy these needs. It is this that helps business organisations to meet their mission, purpose and values. In recent years, however, many companies have taken a wider view of the marketing concept. This implies that they should balance all the…

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