What is Marketing? A Study on Marketing Managers Perception of the Definition of Marketing

dc.creator	Frank Lozada Contreras
dc.creator	Mari L. Zapata Ramos
dc.date	2016
dc.date.accessioned	2022-03-17T18:05:01Z
dc.date.available	2022-03-17T18:05:01Z
dc.identifier	http://www.redalyc.org/articulo.oa?id=63147619003
dc.identifier.uri	http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/50498
dc.description	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.
dc.format	application/pdf
dc.language	en
dc.publisher	Centro de Investigaciones Comerciales e Iniciativas Académicas
dc.relation	http://www.redalyc.org/revista.oa?id=631
dc.rights	Forum Empresarial
dc.source	Forum Empresarial (Puerto Rico) Num.1 Vol.21
dc.subject	Administración y Contabilidad
dc.subject	Marketing definition
dc.subject	marketing functions
dc.subject	marketing managers
dc.title	What is Marketing? A Study on Marketing Managers Perception of the Definition of Marketing
dc.type	artículo científico