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According to Randall Chapman, The World Marketing Association also has a definition, different, but equally as accurate and good. The WMA states that "marketing is the core business philosophy which directs the processes of identifying and fulfilling the needs of individuals and organizations through exchanges which create superior value for all parties" (Chapman, 2003).
I particularly like using both of these definitions together because I believe that each of them covers a very important part of what I believe marketing is that the other definition did not point out. The AMA makes mention here of satisfying the goals of an individual or company through marketing; the WMA on the other hand, mentions that marketing seeks to achieve value for both sides, the consumer and the organization that created the marketing...
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