what is marketing? a study on marketing managers’ perception of the definition of marketing.

Clicks: 4
ID: 235277
2016
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Abstract
Several authors indicate that there is confusion about what marketing is, because there are multiple definitions and interpretations established in academic literature. This multiplicity about the conceptualization of marketing complicates the development of marketing functions and contributes to its decline within organizations. This study uses content analysis techniques to explore how marketing managers define the concept of marketing in Puerto Rican companies. The results show that 16% of managers define it using concepts related to strategic functions, 50% define it using concepts related to marketing tactics, and 28% state that it reflects both functions.
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contreras2016frumwhat Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors ;Frank Lozada Contreras;Mari L Zapata Ramos
Journal international journal of pediatric otorhinolaryngology
Year 2016
DOI
DOI not found
URL
http://revistas.upr.edu/index.php/forumempresarial/article/view/4087
Keywords
gerentes de mercadeobusiness

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