Marketing has been defined in different connotations by various researchers. On one hand, Peter Drucker, the deemed management scholar, defines marketing as a strategy, the aim of which is to make selling superfluous. On the other hand, other scholars establish a line of subtle difference amongst the concepts of marketing and selling and are of the notion that marketing (as a field) is as huge as the ice-berg and selling is merely the tip of the iceberg i.e. a small component of the vast field of marketing. Therefore, it can be concluded that these scholars define marketing as a concept which cuts beyond the old and traditional concepts of increased sales and correspondingly increased profits and focuses on delivering greater value to the society at large.
In a nutshell, marketing can be defined as the consolidated process which aims on recognizing and satisfying human needs in a value added and profitable manner. Philip Kotler (2000), the father of marketing management, emphasizes on the fact that marketing management can be categorized as a scientific as well as an artistic process which aims on the application of pivotal concepts and theories of marketing to identify and select the markets to be targeted by the company. It also focuses on procuring, retaining and growing customer base of the company through the coordination and integration of activities pertaining to the creation along with delivery & simultaneous communication of premium customer value.
The American Marketing Association has provided a definition of marketing from the managerial point. As per it, marketing is a strategic process of the company which encompasses the planning as well as execution of the practices of conceptualizing, promoting, pricing as well as distributing the goods, services and the ideas so as to create exchanges which aid in the satisfaction of the goals of the organization and the individuals simultaneously.
As the same time, marketing (from the social view point) can be regarded as a societal process that leads to the satisfaction of the need and wants of individuals and the groups to which they belong through the process of creating, offering, and the exchanging of invaluable services and products liberally with each other.
The various definitions of marketing from various viewpoints meet at one major point – the delighting and satisfaction of the customers. The scope of marketing today has extended beyond mere satisfaction of customers. It is today concerned with delighting the customers through innovative offerings which help in satisfying the potential needs and wants of the consumers that have not been expressed properly by the customer. The field of marketing encompasses a wide range of concepts that cover strategies of market segmentation and positioning as well as market research so as to strategize and deploy effective marketing mix together with innovative developments of integrative relationship marketing. The underlying aim is to delight customers on a consistently sustainable basis by creating brand loyalty in their minds and attitudes towards the company’s products and services offering.
营销是由不同的研究人员定义了不同的内涵。一方面，彼得德鲁克，被管理学者，界定营销作为一种策略，其目的是使销售成为多余。另一方面，其他学者建立线之间微妙的差异的营销和销售的概念，的概念，营销（一场）是冰山作为巨大的销售仅仅是冰山即市场的广阔领域的一小部分的尖端。因此，可以得出结论，这些学者定义营销作为一种削减超过销售额的增长和相应增加的利润和重点旧传统观念上提供更大的社会价值观在大。
简而言之，营销可以定义为综合的过程，目的是识别和满足人的需要的附加值和盈利的方式。菲利普科特勒（2000），营销管理的父亲，强调的事实，营销管理可以分为一个科学和艺术的过程，目的是在营销的识别和选择的市场是由本公司有针对性的关键概念和理论的应用。它也集中采购，保持和不断增长的客户基础，公司通过协调和活动有关的造物交货，同时优质客户价值的通信集成。
美国市场营销协会已从管理的角度提供了市场营销的定义。按照它，营销是公司，包括规划战略的过程以及对实践的概念化，促进执行，定价以及分配货物，服务和观念，创造交流有助于满足组织的目标和个人的同时。
同时，营销（从社会的角度）可以看作是一个社会过程导致的需要的满足和希望的个人和他们所属的群体通过创造，提供的过程，和交换价值的服务，产品上彼此。
从各种观点营销的各种定义满足在一个大点的–取悦和客户满意度。今天，营销范围已超出客户仅仅满意。今天是关心取悦顾客通过创新的产品，以帮助满足潜在需求和没有被客户正确表达消费者。市场营销领域，包括概念，盖以及市场研究，制定和采用有效的营销组合在一起的综合关系营销的创新发展，市场细分和市场定位策略广泛。基本目标是取悦客户一贯的可持续的基础上通过在他们的思想和态度创造品牌忠诚度对公司的产品和服务的提供
