Defining marketing
While the general tasks of marketing are somewhat straightforward, attaching an acceptable definition to the concept has been difficult.
A textbook writer once noted, “Marketing is not easy to define. No one has yet been able to formulate a clear, concise definition that finds universal acceptance”. Yet a definition of some sort is necessary so as to layout the boundaries of what is properly to be considered “marketing”.
How do marketing activities differ from non-marketing activities? What activities should one refer to as marketing activities? what institutions should one refer to as marketing institutions?