Marketing 's Development And Success Essay

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In contemporary society, due to the seller economic model is transforming to the buyer economic model gradually in the market which has resulted from social progress as well as technological development, marketing plays a prominent role in an enterprise’s development and success. According to American Marketing Association (AMA): “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” (AMA 2007, cited in Baines et al. 2011, p. 6). In order to achieve better performance of marketing, marketing study is indispensable. As Hackley (2009) indicated, “Marketing studies seems to have the ability to appeal in different guises to different audiences”, meanwhile, he also argued that marketing studies is in “its most popular guise” which refers to “a resolutely one-dimensional problem-solving discipline”. (Hackley, 2009, p.45). From the author’s point of view, “one-dimensional problem-solving discipline” is a simple way of pure transactions between the seller and the buyer which is direct and straightforward. In my own opinion, “one-dimensional problem-solving discipline” means a narrow and simple mode of trades that just focuses on one specific purpose, regardless of any other significant factors of marketing. For instance, some companies merely meet the customer satisfaction, or some firms just pay attention to their own profit. All of

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