8. 營銷定義營銷定義
(Definition of Marketing)(Definition of Marketing)
美國營銷協會
(American Marketing Association, AMA)
– Marketing is an organizational function and a set
of processes for creating, communicating, and
delivering value to customers and for managing
customer relationships in ways that benefit the
organization and its stakeholders.
– 營銷是創造、溝通與傳送價 給顧客,並管理顧值
客關係以有利於組織和利害關係人的組織功能與
程序。
– 創造顧客與管理顧客關係