Introduction to MarketingChapter 1 : Introduction to MarketingThe learning objectives for this chapter include:provide an overview of marketing and the marketing processrecognise that marketing involves a mutually beneficial exchange of valuediscuss the importance of ethics and corporate social responsibility in marketingexplain the elements of the marketing mixdiscuss how marketing improves business performance, benefits society and contributes to quality of life.Definition of MarketingThe most recent formal definition of marketing from the A.M.A. is:“ the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.”
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