1. Repositorio institucional de CLACSO
2. Colección de los Centros Asociados
3. Puerto Rico
4. Facultad de Administración de Empresas (AACSB Accredited) - EGAE - Cosecha

Título :	What is Marketing? A Study on Marketing Managers Perception of the Definition of Marketing
Palabras clave :	Administración y Contabilidad;Marketing definition;marketing functions;marketing managers
Editorial :	Centro de Investigaciones Comerciales e Iniciativas Académicas
Descripción :	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. The results show that 16% of managers define it using concepts related to strategic functions, 50% define it using concepts related to marketing tactics, and 28% state that it reflects both functions.
URI :	http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/50498
Otros identificadores :	http://www.redalyc.org/articulo.oa?id=63147619003
Aparece en las colecciones:	Facultad de Administración de Empresas (AACSB Accredited) - EGAE - Cosecha

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