Marketing Crucial in Success of Organization

Marketing Crucial in Success of Organization

Good Marketing is not crucial to the success of the organization


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Marketing Management 12th edition, Kotler & Koller, January 1, 2006

One of the major concerns of the companies is to make sure they create sufficient demand for their product or service. It is clear that if the company doesn't have core customers, the organization will fail. But in order to keep this clientele and develop it, the organization has to ensure that they deliver a product or service tailored to the customers wants and needs. Putting all these variables into today competitive environment due to the globalization and you have an idea of the diverse challenges that businesses have to face to be successful. However, one of their toughest challenges would be to solve the marketing equation. Indeed, According to the American Marketing Association, marketing could be defined as follows: Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (Kotler, 2001). Undeniably, one of the common particularities of successful companies is the ability they have to satisfy and create value from the exchange on a large scope: from a customer level (e.g. by having the product distributed everywhere, it creates satisfaction for the customer), to a partner level (e.g. the fact that Coca-Cola is being distributed at Mc...

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