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The War Of Words Over The Definition Of Marketing

The War of Words over the Definition of Marketing in the 21st Century

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Title: The War of Words over the Definition of Marketing in the 21st Century

Essay Details:

Subject: Business

Author: Carlos H

Date: June 8, 2013

Level: University

Grade: A

Length: 3 / 842

Essay text:

Christian Gronroos in particular focuses on four elements of the AMA 2004 definition he does not approve of. Firstly on the creation of customer value, secondly on managing customer relationships, thirdly on marketing as an organizational function and finally on how marketing is done. The key focus of this paper is to to analyse the problems Gronroos encountered and show that his critique is mostly adequate. Gronroos believes that ‘Customers should get value from the actions and activities of marketing’ (Gronroos 2006, p. 398). The AMA 2004 definition states that value is delivered to customers, which implies that value creation must take place in the production process...

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