• Martin Oetting


Marketing has traditionally been understood as a distinct organisational function. Its purpose: to efficiently connect a company with the demand side of the market to which the firm is trying to sell its products or services. To this end, marketing seeks to satisfy customer needs at a profit by targeting a carefully chosen segment within that market, and by making optimal decisions regarding the relevant variables for adapting its offer to the chosen segment (McCarthy, 1960; Kotler, 1967). Kotler’s seminal textbook explains: “marketing management seeks to determine the settings of the company’s marketing decision variables that will maximise the company’s objective(s) in the light of the expected behavior of non-controllable demand variables” (1972, p. 42, italics in original).


Opinion Leader Positive Word Marketing Practice Marketing Process Brand Communication 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Gabler | GWV Fachverlage GmbH 2009

Authors and Affiliations

  • Martin Oetting

There are no affiliations available

Personalised recommendations