GEB-4455 Lecture Notes - Lecture 12: Customer Relationship Management, American Marketing Association, Sales Promotion
Document Summary
The american marketing association has defined marketing as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. We can also think of marketing, more simply, as the activities buyers and sellers perform to facilitate mutually satisfying exchanges. In the past marketing focused almost entirely on helping the seller sell. That"s why many people still think of it as mostly selling, advertising, and distribution from the seller to the buyer. Today, much of marketing is instead about helping the buyer buy. The future of marketing is doing everything you can to help the buyer buy. The easier a marketer makes the purchase decision process, the more that marketer will sell. 2. Marketing in the united states has passed through four eras: (1) production, (2) selling, (3) marketing concept, and (4) customer relationship. Today, a new era is emerging: mobile/on- demand marketing.
