Marketing can be a noun or a verb. Whether you see marketing as a noun or a verb depends on your perspective. This paper will define marketing from several sources, as well as give three examples of marketing as it relates to organizational success.
Marketing is different things to different people. The authors of the Preemptinc website define marketing as "the means to make a communication about a product or service a purpose of which is to encourage recipients of the communication to purchase or use the product or service" (http://www.preemptinc.com/definitions.html). Oxford English Dictionary defines marketing as, "The action or business of bringing or sending a product or commodity to market; (now chiefly, Business) the action, business, or process of promoting and selling a product, etc., including market research, advertising, and distribution" (Oxford English Dictionary, retrieved February 23, 2006). Our textbook, Marketing: An Introduction defines marketing as "marketing is building profitable customer relationships" (Armstrong & Kotler, 2005, pg 3).
The common thread in the three marketing definitions is communication. Marketing is essential for an organization's success. Marketing as defined earlier is "building profitable customer relationships". Without a relationship with customers, a business is not needed. "The thing that drives everything is creating genuine value for customers," says founder Jeff Bezos. "Nothing happens without that." (Armstrong & Kotler, 2005, pg 4).
"Too often novice marketers, even marketing veterans, make costly mistakes that result in poor performance of their marketing campaign. Common marketing mistakes can be avoided with adequate planning, attention to detail, and ongoing measurement and evaluation" (http://www.promotionworld.com/marketing/basics/article/The7.html).
An example of an organization not having success with a marketing campaign is IBM. In 2001 IBM created a marketing campaign stressing IBM's commitment to the Linux operating system. To bring the campaign to the public, IBM used a gurella marketing...