... 'getting closer to the consumer'. An organisation can be market orientated only if it completely understands the market. Marketing has two aspects. First, it is a philosophy, an approach, a viewpoint or a management orientation that relates to customer satisfaction. Second, marketing is a set of activities used to implement this philosophy. The American Marketing Association's definition includes both of these viewpoints, as does the following definition from Kotler that continues to highlight marketing as a philosophy of business: "Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organisational goals". The American Marketing Association. "Marketing is getting the right goods and services to the right people at the right place at the right time at the right price with the right communication and promotion". Kotler. A company that is a prime example of an organisation that ...

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