What is ‘Marketing’? The word ‘marketing’ means many different things to many different people (whether they are directly involved in ‘marketing’ or not). Why do you think this is? There are many definitions of marketing in the lecturecast, and in the required and additional reading materials. What are the pros and cons of some of these definitions and which one(s) best represent(s) what marketing is truly about? Is ‘marketing’ a good thing? What arguments are there for and against the practice of marketing? What benefits does marketing bring? Can marketing be a negative influence? 500 words. Required Reading: Dibb S., Simkin L., Pride W., Ferrell O. (2012) Marketing, Concepts and Strategies, Andover: Cengage. Chapters 1 and 3. Additional Reading: For alternative viewpoints: the chapters which discuss the meaning of marketing and on the marketing environment from any textbook on the reading list, or any other good marketing textbook, for example (main chapters only): Baines P., Fill C., Page K. (2011) Marketing, Oxford: Oxford University Press. Chapters 1 and 2 Brassington F. & Pettit S. (2013) Essentials of Marketing, Harlow: Pearson. Chapters 1 and 2 Kotler O., Armstrong G., Harris L., Piercy N. (2013) Principles of Marketing, Harlow: Pearson. Chapters 1 and 3. Other sources: Chartered Institute of Marketing (2007) Tomorrow’s word: Re-evaluating the role of marketing. Available at: http://www.cim.co.uk/files/tomorrowsword.pdf Danciu, V. (2013) ‘The future of marketing: an appropriate response to the environment changes’, Theoretical & Applied Economics, 20, 5, 33-52. De Swaan Arons, M., van den Driest, F. & Weed, K. (2014) ‘The ultimate marketing machine’, Harvard Business Review, 92, 7/8, 54-63. Gamble J., Gilmore A., McCartan-Quinn D., Durkan P. (2011) ‘The marketing concept in the 21st century: A review of how marketing has been defined since the 1960s’, The Marketing Review, 11, 3, 227-248. Gaski, J. (2013) ‘To Serve Man: A marketing manifesto (and an article that should not have been necessary)’, Journal of Public Policy & Marketing, 32, 1, 6-17. Gundlach G. and Wilkie W. (2009) ‘The American Marketing Association’s New Definition of Marketing: Perspective and Commentary on the 2007 Revision’, Journal of Public Policy and Marketing, 28, 2, 259 - 264. Levitt, T. (2004) Marketing myopia, Harvard Business Review, 82, 7/8, 138-149. Levitt, T. (2006) ‘What business are you in?’, Harvard Business Review, 84,10, 126-138. Smith, N. C., Drumwright, M., & Gentile, M. (2010) ‘The new marketing myopia’, Journal of Public Policy & Marketing, 29, 1, 4-11. Webster, Jr., F.E. (1992) ’The changing role of marketing in the corporation’, Journal of Marketing, Vol.56 (October), 1-17. Wilkie, W.L. & Moore, E.S. (1999) ‘Marketing's contributions to society’, Journal of Marketing, 63 (Special Issue), 198-218. The grading criteria that will be applied to your discussion resubmission work is as follows: Relevance of Posting Understanding Application 33.3% 33.3% 33.3% 0% no relevance 0% no understanding 0% no application of learning or work experience 1-50% limited relevance or word count 1-50% some understanding 1-50% some application of learning or work experience 51-100% relevant posting 51-100% good understanding 51-100% good application of learning or work experience