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Essay

The War of Words over the Definition of Marketing in the 21st Century

Essay specific features

 

Issue:

Business

 

Written by:

John D

 

Date added:

May 1, 2015

 

Level:

University

 

Grade:

B

 

No of pages / words:

4 / 842

 

Was viewed:

10056 times

 

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Essay content:

Christian Gronroos in particular focuses on four elements of the AMA 2004 definition he does not approve of. Firstly on the creation of customer value, secondly on managing customer relationships, thirdly on marketing as an organizational function and finally on how marketing is done. The key focus of this paper is to to analyse the problems Gronroos encountered and show that his critique is mostly adequate...
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The key focus of this paper is to to analyse the problems Gronroos encountered and show that his critique is mostly adequate. Gronroos believes that ‘Customers should get value from the actions and activities of marketing’ (Gronroos 2006, p. 398). The AMA 2004 definition states that value is delivered to customers, which implies that value creation must take place in the production process...
displayed 300 characters

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