Marketing is an emerging discipline, and its concept has only been around for a hundred years. In different eras, different experts or organizations have given different definitions of marketing, and some even have very different definitions.
What is Marketing
The American Marketing Association (AMA) defines marketing from a management perspective as both an organizational function and a series of processes for creating, disseminating and delivering customer value and managing customer relationships for the benefit of the organization itself and its stakeholders.
Kotler’s definition of marketing is: the process by which an enterprise creates value for customers and establishes a solid relationship with them in order to gain benefits from them. Marketing in a broad sense is a social and management process that realizes the needs and desires of individuals and organizations by creating and exchanging value with others. In a narrow business environment, marketing involves establishing a value-oriented exchange relationship with customers. This article mainly discusses marketing in the field of cross-border e-commerce. Unless otherwise specified, it should be understood as the narrow marketing defined by Kotler, that is, the marketing philosophy is “value-oriented” and the marketing goal is to establish an exchange relationship with customers. Whether it is a short-term or long-term, direct or indirect activity, the ultimate goal is to establish an exchange relationship with customers.