Buy custom The War of Words over the Definition of Marketing in the 21st Century

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403-5). Marketing should be focused on as being a business process and not just one function (Webster, 2005, p. 121). Saying that marketing is one organisational function is simply not true.

Furthermore, Gronroos believes that the AMA 2004 definition lacks an explanation of how marketing is actually done in an organization...

Saying that marketing is one organisational function is simply not true.

Furthermore, Gronroos believes that the AMA 2004 definition lacks an explanation of how marketing is actually done in an organization. Whether or not a definition needs to elaborate on how something is done is a highly philosophical question as it depends greatly on how one defines the terminology of the word “definition” itself...

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