Diana Jared Lira Garca 312352

WHAT IS MARKETING?

Marketing is managing profitable customer relationships. The aim of marketing is

to create value for customers and to capture value from customers in return.
(Armstrong, Adam, Denize, & Kotler, 2015)

Marketing provides precisely a different way of conceiving and executing the

commercial function or relation of exchange between two or more parts.
Marketing is, therefore, both a philosophy and a technique. As a philosophy,
its a mental posture, an attitude, a way of conceiving the relationship of
exchange, by the company or entity that offers its products to the market
[]. As a technique, marketing is the specific way to execute or carry out the
terms of trade, which is to identify, create, develop and serve the demand.
(p.44) (Santesmases, 2012)

From a theoretical perspective, marketing is the social science that studies

all the exchanges that involve a form of value transactions between the
parties.
From a practical or applied perspective to the companies, marketing is the
social process that organizations and individuals develop when they relate
to satisfy their needs. This process is based on the creation and voluntary
exchange of satisfiers. (p.31) (Rivera & Lpez-Rua, 2012)
 Diana Jared Lira Garca 312352

BIBLIOGRAPHY

Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2015). Principles of Marketing
(6th Editio). Australia: Pearson. Retrieved from
https://books.google.com.mx/books?
hl=es&lr=&id=UKyaBQAAQBAJ&oi=fnd&pg=PP1&dq=kotler+marketing+conce
pt&ots=RXndPIN9gB&sig=OpPd8v2bK4qnKJmyIjuY7xMW3yk&redir_esc=y#v
=onepage&q=kotler marketing concept&f=false

Rivera, J., & Lpez-Rua, M. de G. (2012). Direccin de Marketing Fundamentos y

aplicaciones (3rd Editio). Madrid: ESIC Editorial. Retrieved from
https://books.google.com.mx/books?hl=es&lr=&id=xL1OrX6R-
oIC&oi=fnd&pg=PA17&dq=marketing&ots=cQzePtSr0Q&sig=oiEjCTygPMJ4Z
5Iy-TuEOATNLTY&redir_esc=y#v=onepage&q=marketing&f=false

Santesmases, M. (2012). Marketing conceptos y estrategias. (Ediciones Pirmide,

Ed.) (6th Editio). Madrid: Ediciones Pirmide. Retrieved from
https://books.google.com.mx/books?
hl=es&lr=&id=zLeUBQAAQBAJ&oi=fnd&pg=PA1&dq=kotler+marketing+conce
pt&ots=v9PQF9GmEd&sig=U6UhI1DvlbaJkNlmPAE6_rt8a_0&redir_esc=y#v=
onepage&q=kotler marketing concept&f=false