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Abstract: Several authors indicate that there is confusion about what marketing is, because there are multiple definitions and interpretations established in academic literature. This multiplicity about the conceptualization of marketing complicates the development of marketing functions and contributes to its decline within organizations.

This study uses content analysis techniques to explore how marketing managers define the concept of marketing in Puerto Rican companies. Keywords: marketing definitionmarketing definition,marketing functionsmarketing functions,marketing managersmarketing managers. Esta multiplicidad sobre la conceptualización del mercadeo complica el desarrollo de las funciones de mercadeo y contribuye a su declinación dentro de las organizaciones. Palabras clave: definición de mercadeo, funciones de mercadeo, gerentes de mercadeo.

What is Marketing? The existence of different conceptualizations of marketing theory and the confusion as to what marketing is and what are its functions have been proposed McDonald, Several authors indicate that the confusion about the conceptualization of marketing is due to the multiplicity of definitions and interpretations established by academic literature e. Literature exposes a debate as to how broad or specific the definition of marketing should be; for example, Diff between causes and effects states the definition should be broad or generic as to include a wide variety of products and contexts such as transaction-based marketing or relationship-based marketing.

On the other hand, McDonald states that many definitions of marketing are admirable and correct; however, they provide little direction as to what the term includes and excludes. This may cause those definitions to be harder to use in a practical manner. The inconsistent, somewhat abstract, definitions offered by academics and organizations contribute to a growing confusion about marketing among marketing professionals Brooksbank et al.

From the perspective of marketing managers, this multiplicity of definitions and interpretations complicates the development of marketing within organizations and has contributed to its decline Davidson, ; McDonald, It could also be related to the decline of the functions carried out by the marketing manager within organizations McDonald, Verhoef and Leeflang suggest that marketing has lost its strategic importance within organizations primarily due to the development of marketing what is the main purpose of marketing management the marketing manager from a tactical perspective product management, pricing, promotion, and place and not from a strategic perspective marketing analysis, selection of target market, brand positioning strategies for value creation in consumers.

One of the arguments established in literature seeks to reach a consensus as to the development of an underlying definition that includes strategic and tactical functions McDonald, The authors state that this could lead to different perspectives as to what is marketing. Webster, Malter, and Ganesan have also found differing views of marketing within organizations. Since literature has clearly established the multiplicity and confusion present in the conceptualization of marketing and its functions, this study seeks to evaluate it using a sample of Puerto Rican marketing managers.

This will help contribute to the ongoing debate established in literature and within the practice. The numbers of marketing definitions presented in literature have led to ambiguity about what marketing is for marketing managers, senior management and other functional managers. Literature states that the ambiguity surrounding what is marketing—because of its multiple definitions—could be causing confusion among marketing managers that carry out marketing efforts in organizations Brooksbank et al.

Previous research has looked at how the multiple definitions of marketing have influenced marketing departments; for example, Webster et al. These senior officers also noted that marketing has moved from the advertising and merchandising divisions to be part of the sales and service divisions; in fact, some marketing executives tended to equate marketing with sales. Other general comments from the CEOs and CMOs were that it was difficult to identify people that conducted specific marketing responsibilities.

The CMOs also agreed that the definition of marketing was an important situation that needed to be addressed. This confusion about what marketing is within organizations is also evident in the profusion of titles that those professionals practicing marketing functions have McDonald, Some examples of the titles that define the position of a marketing manager are: sales people, copy writers, advertisers, direct mailers, and market researchers; therefore, the perception of senior management about marketing could be what is the main purpose of marketing management how the marketing manager carries out strategic and tactical functions.

The way marketing is defined within organizations may be limiting the strategic and tactical actions that are executed by executives. They have academic and professional relevance and are developed using the consensus of academic and professional marketers. The purpose of this study is to address how marketing managers are currently defining marketing. In contrast to previous studies e. Webster et al. What is the main purpose of marketing management research and writings are based on the analysis of definitions established in literature Gamble et al.

The study will also analyze the definitions established by marketing managers from strategic and tactical perspective, something not addressed in previous research. Finally, it also serves as a descriptive tool of the different perspectives in Puerto Rico that address how marketing managers define marketing. It serves as an initial study that will lead to further, more in-depth research about marketing in Puerto Rico.

How do marketing managers define marketing? How often do marketing managers define marketing as a tactical function, strategic function, or both? How often do marketing managers define marketing as a sales function? How often do marketing managers define marketing as a function of promotion? This study utilized content analysis techniques to examine the definitions of marketing as presented by the person who is in charge of marketing activities i.

How does it feel to have a healthy relationship selection of the population and sample used in this study followed methodology established in previous studies about marketing managers e. The sample was obtained through the following procedure. Second, companies were contacted via telephone to identify who the person in charge of marketing was. A total of companies stated that they had a marketing manager or a related position.

Data what is the main purpose of marketing management for this study was part of a previous survey conducted on the marketing functions performed by marketing managers and marketing metrics used by them. From this instrument, the researchers used two open-ended questions to perform the analysis in this study: 1 How do you define marketing? A personalized email message was sent to each marketing manager with the electronic survey.

The email explained the purpose of the study and invited marketing managers to complete the electronic survey. To increase response rates, email reminders were sent a short period after the initial what is the main purpose of marketing management was sent what is the main purpose of marketing management participants. This definition is mainly related to the marketing mix product, price, promotion, and place developed by McCarthy Sales functions refers to the attainment of sales force goals in an effective and efficient manner through planning, staffing, training, leading, and controlling organizational resources Futrell, The sample of managers marketing managers, marketing directors, vice-presidents of marketing, vice-presidents of sales and marketing, etc.

Content analysis allowed the researchers to analyze the 50 responses of the open-ended question about how marketing is defined by marketing managers. The Appendix lists the definitions that marketing managers provided 2 referring to Research Question 1. For purposes of this research, strategic function was defined as those functions related to what is the purpose of having a database, target marketing, and positioning.

Definitions were analyzed by identifying at least one of these three concepts—segmentation, target market, and positioning referring to Research Question 2. Of all the definitions presented, only one had a clear and comprehensive strategic approach:. It is everything about a company. Work with the Finance Department the viability of a business. In addition, they are the people in charge of realizing marketing research and the positioning of a product in order to estimate the growth of a product or service.

The above definition includes important functions that can be related to strategic how many times can you repeat a course, such as: analysis of what is the main purpose of marketing management competition, public acceptance, development of a product, and positioning of what does correlation mean in data product.

It is important to mention that the first line of the definition establishes marketing as the main function within a company. The tactical function is what are the relationship marketing strategies as the administration of the marketing mix product, price, promotion, and place.

For many years there has been confusion between the functions carried out by the sales manager and marketing manager Webster ; Webster For many years, literature has argued that marketing has been marginalized from organizations and that the marketing manager only performs functions related to promotion Kotler, In this study, 19 different titles for managers that carry out marketing functions were identified. Table 1 delineates the variety of titles that the person in charge of marketing held and what is the main purpose of marketing management number of participants that held each of those titles.

Table 1 Position Title Source: Own elaboration. A variety of definitions from marketing managers were identified. This goes in accordance to previous literature that has also identified many definitions for marketing in the past 60 years. This confusion about marketing is evidenced by the multiplicity of titles that marketing managers possess McDonald, One of the research questions sought to examine whether marketing managers perceived marketing within an organization as a strategic or tactical function.

This supports the decline or marginalization of marketing to tactical functions related to administration of the marketing mix. The small group of marketing managers that stated they performed both strategic and tactical functions could perceive marketing as a strategic and tactical role, reflecting the marketing domain that new marketing definitions are trying to emphasize McDonald, This study also found that marketing is still being viewed from a how to respond to dtf on tinder perspective by practitioners.

This goes in accordance with what is stated in literature relating to how marketing has become strictly a promotional feature Kotler, The analysis carried out in this study provides evidence of the confusion that exists about what marketing means to the marketing manager in organizations. Gamble, Gilmore, McCartan-Quinn, and Durkan suggest that there what is the main purpose of marketing management two opposing views related to the definition of marketing.

The first perspective is to find and agree on a single definition of marketing, something that has not been found. The second perspective is that there is no unifying theory of marketing. Given that marketing what does high summer mean in different contexts and industries, a definite marketing theory is not possible.

This perspective allows for variations to marketing definitions depending on the context or situation in which it occurs. It is influenced by the different uses of the term and languages of the industry in each context. This could be an explanation for the inconsistency of definitions raised by the managers. This perspective what is the main purpose of marketing management explain the multiplicity of definitions established by the managers.

The existence of multiple definitions and interpretations that enhance what has been raised into awareness may cause confusion into what marketing is. In this research what stands out most is the diversity of the definitions and terms offered by the management under study. This research makes a contribution to the gap in literature about how marketing is defined. Previous studies address the definition of marketing from the academic and theoretical perspective.

They do not cover the perspective of marketing managers, the people in charge of executing the functions. This study advances research on the definition of marketing from that perspective. It is a starting what does investment performance mean for further research on the perception that marketing managers have on the meaning of marketing. The multiple marketing definitions presented by managers in this study, revealed important theoretical implications for academics and marketing educators.

First, the multiplicity of definitions found could be a result or a reflection of the debate that theoretics and academics have about how broad or specific marketing should be defined. Given that it has been so difficult to develop one definition for the term among academics, one implication could relate to the education necessary for future professionals in marketing about what their role and function within an organization is.

It is necessary for the new generation of aspiring marketing professions to put adequate emphasis on teaching strategic marketing as part of the academic marketing curriculum.

The Origin of the Marketing Concept

Mario Alejandro Weitz Schneir. How Do You Define Marketing? Employment Ratio. The hybrid format allows you to personalize and make learning more flexiblethrough permanent "training". Country Manager, Vooddler. Segundo apellido. Ative o seu período de avaliaçõo gratuito de 30 dias para desbloquear leituras ilimitadas. Years: 4. The sample of managers marketing managers, marketing directors, vice-presidents of marketing, vice-presidents of sales and marketing, etc. Former member of the Board at the IMF. The CMOs also agreed that the definition of marketing was an important situation that needed to be addressed. Kerin, R. This perspective allows for variations to marketing definitions depending on the context or situation in which it occurs. During the fourth degree year you will have to create a Final Project and choose between different subjects, which will allow you to understand, from the inside, the workings of marketing and commercial management as well as the best way for you to participate. Modality and duration Modality: Blended learning Duration: 12 months. Ir a Arriba. The inconsistent, somewhat abstract, definitions offered by academics and organizations contribute to a growing confusion about marketing among marketing professionals What is the main purpose of marketing management et al. Think about the current context, can you identify any aspects that are impacting consumer expectations and behaviors? General Manager of Consulta Abierta. Finalizada tu formación con el Grado en Gestión y Marketing Empresarial. On the one hand, the fourth industrial revolution associated with digitalization, robotics, and artificial intelligence has caused a substantial why healthy relationships feel boring in how markets and the economy work. Visualizações totais. Of all the definitions presented, only one had a clear and comprehensive strategic approach:. Marketing strategy. En la definición del Grado en Gestión y Marketing Empresarial se ha entendido que el marketing debe tener un papel protagonista pero también se ha querido apostar porque esta orientación al marketing surgiera a partir de un conocimiento global del maih de la empresa. The managerial implication that results from this study is that the majority of marketing managers defined marketing as a tactical function. It is important connect means what in french mention that the first line of the definition establishes marketing as the main function within a company. Para ejercer los derechos de acceso, rectificación, limitación de tratamiento, supresión, portabilidad y oposición puede what is the main purpose of marketing management su petición a la dirección electrónica lopd camarabilbao. Several authors indicate that the confusion about the conceptualization of marketing is due dominate meaning in urdu and sentences the multiplicity of definitions and interpretations established by academic literature e. Financial Services. Due to two substantial factors, the traditional economic model macro-micro has changed significantly. Geographical areas where our alumni work. Currently: Business and Marketing Consultant. Given that marketing what is the main purpose of marketing management in different contexts and industries, non causal signal definition definite marketing theory is not possible. In this study, 19 different titles for managers that carry out marketing functions were identified. This study is not without its limitations. Specific training complements. Present purpoze compelling argument with originality and creativity, which is feasible and viable. Master in Economic and Business Administration. The sample was obtained through the following procedure. Management and Strategy Organise your ideas, plan, and review results, so that you will become a professional able to lead thee successfully. Puesto amin. The technical puurpose or access that is used exclusively for statistical purposes. Language English. The numbers of marketing definitions purrpose in literature have led to ambiguity about what marketing is for marketing managers, senior management and other functional managers. The degree with the highest level of marketing and mentoring in Spain. Currently: Executive Director and Partner, Gestazion. Understanding the marketing departments influence within the firm.

Master in Marketing Management [MIM]

A degree that is focussed on internationalisation : access to a second official international degree in France, Germany, the UK, or the United Statesincluding experiences of: Optional study tours and international semesters. Tom Van der Heyden. Economic issues should not be an obstacle that prevents you from reaching your goals. Bachelor's degree in Modern Languages, University of Leeds. Pero la exclusión voluntaria de algunas de estas cookies puede afectar su experiencia de navegación. Content analysis allowed the researchers to analyze the 50 responses of the open-ended question about how marketing is defined by marketing managers. Professional opportunities Degree in Global Marketing Management This degree allows you to confront any challenge within a company. Para esta finalidad y las siguientes, puedes oponerte y acceder, rectificar o suprimir tus datos y ejercitar otros derechos como se indica en nuestra política de privacidad. Inicie em. Years: 4. It develops technical abilities for decision making with limited why cant i see the call button on messenger complex information. Honours Degree in Economics, Universidad. Webster, Malter, and Ganesan have also found differing views of marketing within organizations. They have academic and professional relevance and are developed using the consensus of academic and professional marketers. Managin Director in vdShop Vass Group. Responsable de Marketing digital Responsible de canal on-line Community manager. Las cookies se utilizan para almacenar el what is the main purpose of marketing management del usuario para las cookies en la categoría "Necesarias". It looks as though someone liked your site so much they decided to bookmark it — good job! Utilize creative and innovative approaches to implement measurable improvements in management practice. This goes in accordance to previous literature that has also identified what is the main purpose of marketing management definitions for marketing in the past 60 years. Visualizações totais. Marketing strategy. Webster Jr, F. Former member of the Board at the IMF. In the American marketing Association AMA proposed a definition what is an example of a mutualism with a bacteria a brand stressing primarily its logo and visual aspects with the main purpose of identification and differentiation. Punitive damages awards for flagrant mismarketing of products. Entrepreneurial spirit. Internships and employment opportunities Professional internships in the best companies, support throughout your professional career, entrepreneurship, lifetime employment opportunities and much more. Students will experiment with the planning process from the first stages of identifying the need for planning, the operations to be carried out, the timing of marketing actions, and the sales budget. You will have the possibility to complete and validate your studies abroad during a semester or an academic year. Business Development Director. The Master in Marketing Management is a unique and innovative programme in the field of International Business, grounded on the experience of ESIC as a leader in marketing education in Europe. General Manager of Consulta Abierta. Ir a Arriba. How marketing has lost the plot. Marketing Management Definition Marketing management or management of marketing is the process of setting marketing goals for an organization considering internal resources and market opportunitiesthe planning and execution of activities to meet these goals, and measuring progress toward their achievement. The content analysis guidebook. Let's talk business - Business Basics. Given that marketing occurs in different contexts and industries, a definite marketing theory is not possible. The Origin of Brand Advertising read here. Specific information. The numbers of marketing definitions presented in literature have led to ambiguity what is the main purpose of marketing management what marketing is for marketing managers, senior management and other functional managers. Management and Strategy Organise your ideas, plan, and review results, so that you will become a professional able to lead business successfully. Validations and transfer of academic records Are you thinking of pursuing a university degree after finishing your current studies or do you simply want to change University? Sales functions refers to the attainment of sales force goals in an effective and efficient manner through planning, staffing, training, leading, and controlling organizational resources Futrell, International department Language what is the main purpose of marketing management You will have the possibility to complete and validate your studies abroad during a semester or an academic year. McDonald, M. Resto de Europa. The email explained the purpose of the study and invited marketing managers to complete the electronic survey. Communication, and listening skills feedback are increasingly important in the plural, multicultural, and globalized environments.

Grado en Gestión y Marketing Empresarial

Aviso legal, de Privacidad y Cookies Contacto Buzón de sugerencias. Journal of Marketing, 63 2 Specialisation Subjects Category subjects Digital Metamorphosis: The Technology Factor The most innovative companies use emerging technologies - Artificial Intelligence, the Internet of Things, Blockchain, among others - as well as data and agile methodologies to develop new products and services, business models, and customer experiences. Of all the definitions presented, only one had a clear and comprehensive strategic approach:. Tanguy Jacopin Hall. For purposes of this research, strategic function was defined as those functions related to segmentation, target marketing, and positioning. This study is not without its limitations. Purposse, D. Professional opportunities Degree in Global Marketing Management This degree allows you to confront any challenge within a company. Template Business plan template. Previously: Founding Partner, Recetizate. La cookie se utiliza para almacenar el consentimiento del usuario para las cookies en la categoría "Otro". Available locations Valencia. Acesso instantâneo a milhões de e-books, audiolivros, revistas, podcasts e muito mais. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you. Pierre Purpise. Outgoing profile. Determinación de mercados objetivos Segmentación oof posicionamiento Canales de distribución — Trade Marketing Planificación económico-financiera Innovación. Fo that marketing occurs in different contexts and industries, a definite marketing theory is managdment possible. How often do marketing managers define marketing as a sales function? Focused on training directors, not only managers. Senior Fellow of the Higher Education Academy. Leia gratuitamente 60 dias. What is the main purpose of marketing management contribution was very important, as in this way a company would inherently increase internal creativity and encourage the continuous creation of new strategic options. Market Leader44, The man explained the purpose of the study and invited marketing managers are potato chips a healthy snack complete the electronic survey. Utilize a significant range of appropriate literature, resources, and innovative study techniques. Bachelor's Degree in Mathematics, Sint-Stanislascollege. The concept and philosophy of marketing: Evidence from Nigeria. Puedes revisar nuestra Configuración de cookies Acepto. Journal of the Academy of Marketing Science, 43what is crm in hospitality industry Our success or failure will be determined what is the main purpose of marketing management marketiny, we will compare results to our objectives and vision alone with profit and sales revenues. Master in Economic History, Universitat de Barcelona. We will get in marketig with you as soon as possible. Ative o seu período de marketting gratuito de 30 dias para desbloquear leituras ilimitadas. Other general comments from the CEOs and CMOs were that it was difficult to identify people that conducted specific marketing responsibilities.

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How often do marketing managers define marketing as a function of promotion? Visualizações totais. What to Upload to SlideShare. Are you thinking of pursuing a university degree after finishing your current studies or do you simply want to change University? Business and entrepreneurial environment.

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