Definition of marketing

In the fast-moving world of business, definitions rarely stay the same. Marketing has been described as

The management process responsible for identifying, anticipating and satisfying customer requirements profitably.

Our Tomorrow’s Word agenda paper considers how the profession has had to adapt over the last few decades and what might influence it looking ahead.

Our Marketing and the 7Ps paper gives a brief overview of what marketing is and how it works and looks at the 7Ps of marketing.