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Marketing by Geoff Lancaste, Paul Reynolds

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4

The functions ofmarketing

4.1 Introduction

In Chapter 2, marketing was described as a conceptually based business philosophy that has as its primary objective the realisation of profit through customer satisfaction. This philosophy is implemented through the various functions that make up marketing.

It is a common error to think of marketing as a limited set of activities, notably advertising, sales promotion and market research. A truly marketing-orientated company should ensure that the marketing concept is uppermost in the thoughts and actions of all its departments and personnel.

Key point

A truly marketing-orientated company should ensure that the marketing concept is uppermost in the thoughts and actions of all its departments and personnel. ...

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