Put simply…

There are many definitions of marketing.

The better (and some say modern) definitions are focused upon customer orientation and satisfaction of customer needs which we’ve outlined below.

“Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.” (Kotler)

“Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably.” (The Chartered Institute of Marketing)

The CIM definition (in common with Barwell’s definition of the marketing concept) looks not only at identifying customer needs, but also satisfying them (short-term) and anticipating them in the future (long-term retention).


“The right product, in the right place, at the right time, at the right price.” (Adcock)

The above is a simple and quick definition that uses Jerome McCarthy’s Four Ps and the marketing mix.


“Marketing is essentially about marshalling the resources of an organisation so that they meet the changing needs of the customer on whom the organisation depends.” (Palmer)

This is a more recent definition that looks at matching capabilities with needs.


“Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints – technical (economic) and ethical (social) – create the transactions or flows which resolve market separations and result in exchange and consumption.” (Bartles)

This definition considers the economic and social aspects of marketing.

(Adapted from the marketingteacher.com)