Marketing is the scientific knowledge and procedures used to persuade consumers to behave according to the objectives set by organizations and individuals. To attain these goals, organizations and individuals offer value to consumers, that is, ways of satisfying their needs and desires, in a relational process of intended reciprocal benefit. Such objectives can encompass selling products, changing attitudes and behaviors, ensuring satisfaction, and motivating adherence to causes. After World War II, marketing became a consistent managerial practice and a recognized academic subject. As well as businesses, marketing is now used by nonprofit organizations. Important marketing concepts are: marketing plan, marketing network, product, service, product life cycle, marketing environment, competition, targeting, segmentation, niche, relationship marketing, CRM, customization, personalization, co-creation, collaborative marketing, social marketing, green marketing, and online marketing.
Raquel Barbosa Ribeiro,
Isabel Soares
The Wiley Blackwell Encyclopedia of Consumption and Consumer Studies
Published Online: 24 MAR 2015
DOI: 10.1002/9781118989463.wbeccs160